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Manioha Mathun

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The second most populous nation on earth celebrated one of the worlds brightest and most festive holidays, Diwali, during this month. The celebrations are marked across the globe what with Diwali being colloquially referred to as "Indian Christmas'" outside of India. For decades, shopping in India had been a family event where everyone went out to shop and importantly, it was mostly only during the festive season. However, the recent trend shows a different scenario. With a hectic life, Indians are increasingly hard-pressed for time thus triggering a change in the shopping scenario. Firstly, logistically it is a lot more difficult for the entire family to go out shopping together. Secondly, individual shopping choices have become far more important and pronounced. Almost all of the shopping needs from dresses to footwear, accessories to household items for the family and even gifts for birthdays has now moved online. Convenience, good deals and reliable e-tailers are further fuelling virtual shopping. Add to it the options available at a click of the mouse and its literally 'aur dikhao' meaning 'show me more choices' for most of the people. Considering the pace at which the shopping options are updating and the extent to which the consumers are being selective and finicky about their clothes, the era of' Instant clothing' seems fast approaching.

机译：这个月，地球第二人口大国庆祝了世界上最明亮，最喜庆的节日之一排灯节。庆祝活动在全球范围内都受到了庆祝，排灯节在印度以外被俗称为“印度圣诞节”。几十年来，在印度购物一直是一个家庭活动，每个人都去购物，重要的是，大部分时间仅在节日期间。但是，最近的趋势表明情况有所不同。由于生活忙碌，印第安人在时间上的压力越来越大，从而引发了购物环境的变化。首先，从逻辑上讲，全家人一起出去购物要困难得多。其次，个人购物选择变得更加重要和明显。几乎所有的购物需求，从连衣裙到鞋履，从配饰到家庭日用品，甚至是生日礼物，现在都已经在线上转移了。便利，优惠的交易和可靠的电子零售商正在进一步推动虚拟购物。单击鼠标即可获得可用选项，其字面意思是“ aur dikhao”，对大多数人来说意味着“向我展示更多选择”。考虑到购物选择的更新速度以及消费者对服装的选择和挑剔的程度，“速溶服装”的时代似乎快到了。

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《Man-Made Textiles in India》 |2015年第11期|413-413|共1页
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Manioha Mathun;
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