Bharat was known for its finest cotton produce and we were among the largest exporters of fine cotton clothes world-over. It is well known that the British attacked this textile industry of ours to help their Manchester cotton mills. BTW, we were also known to be very rational in our choices.
Fine cotton is cool, vibrant and also the best suited cloth for the tropical climate of Bharat. However, owing to the marketing blitz of US and Europe, the brands of denim overtook the fine cottons in daily use. It is surprising to note that while youth prefer so much variety, when it comes to trousers they seem to like uniformity in denim jeans.. Every 4th person in urban Bharat wears a jeans today.
This leads to an intriguing question. Why do many urban youth prefer jeans. Well, the answer that we receive are :
a. It is comfortable.
b. We dont need to wash it 🙂
c. Its trendy and maintenance free.
Well, lets look at the above arguments.
a. Denim is the coarsest form of cotton and yet many claim that it is comfortable. 🙂 Is it that it is comfortable Or the fact that it is trendy overakes the concept of comfort and we convince ourselves that it is comfortable. Even in summers people wear it in some large numbers when we are sweating in all our inners. Is this rational ?
b. Dont need to wash..for many days is a common thing that many youngsters say .This is a long downslide for us. “Shuchi,” ( cleanliness ) was considered to be a speciality of the Bharatiyas. In fact the ten principles of Dharma include Dhruti, Kshama, Dama, Akrodho, Shoucham, Indriyanigraham, Dhee, Vidya, Satyam, Asteyam, Dashamam Dharma lakshanam. From this, we have come a long way. Why has this irrational behaviour of wearing unclean clothes come into us ?
c. It is trendy – Yes. it has become a trend and is the greatest marketing victory of the West apart from the Colas..and can be countered only by a strong counter-marketing campaign..What do we need to do to establish the Fine cottons back into the Youth of Bharat. and ofcourse it is maintenance free because we dont wash them ! 😉
In the last few years the regular denims moved to tights and now the low -waist jeans which defeats the very purpose of wearing a trouser.. In fact tight jeans is now termed as a health hazard.
Every purchase that we make is also a statement. When we buy a product, we endorse it and when we buy a family of products then we endorse the entire family of products. What makes the family of denim trendy – is it rationality or because it is a fashion statement ?
Why have fine cottons lost out and in its sway, many of the small cotton businesses ?
Will the native genius of Bharat reclaim his/her rationality or get swayed only by fashion ?