Category Archives: Business & Economy

Staying afloat

Business & Economy, Famous Personalities of Kodagu / Coorg

Undeterred by the absence of much fanfare or grand fashion shows, designer Aviva Bidapa launches her second swimwear collection.

Model in Aviva Swimwear
Model in Aviva Swimwear

Bengaluru :

A grand launch was what Aviva Bidapa had planned for the launch of the second collection of her swimwear line.

But her plans took a completely different turn due to the Coronavirus outbreak. But taking things in her stride, the fashion designer is now promoting her new collection digitally, even getting a shoutout from actor Anushka Sharma on Instagram.

“Anushka has always been a gem of a person. I had just sent her a box containing some of my work as a gift. But she posted it on social media, and that meant so much to me. She didn’t have to do that but it was a sweet gesture from her side,” says Bidapa, the daughter of popular fashion consultant Prasad Bidapa.
Talking about her new collection, which was supposed to come out in March-end, she says it has been designed keeping every body type in mind. “If someone picks a swimwear that means they want to wear something easy and have a good time.

I wanted to come up with something that fulfilled those two primary requirements. That’s why some of my pieces have full sleeves or some of them are one-piece suits to keep the tummy area covered,” says Bidapa, whose swimwear line is called Aviva Swimwear. Having been exposed to the fashion industry at an early stage, Bidapa has worked with models with ‘perfect’ bodies, but she has no qualms in admitting that she too grew up with body image issues.

“While growing up, I was always a chubby kid and struggled with my body. I used to dread going to poolside parties. Now, I don’t want to be the one who tells people if their body is suitable for swimwear or not,” she says, adding that the best part of her collection is that people are free to pick the top and bottom of different sizes according to their body.

The venture was started by her father, but Bidapa says she took to it like fish to water, doing her own research and working with various designers to understand the basics of designing swimwear. “My father clearly told me that for this venture I am on my own. So I did my research by working with designers like Ajai Vir Singh, who runs his swimwear label called Pigeon Island in Sri Lanka and has been one of the main persons behind Colombo Fashion Week,” say Bidapa, who also wanted to bridge the gap between street-style brands and designer collections through he collection.

“I wanted the collection to have a designer feel and an affordable price,” she says, adding that the collection priced starting at Rs 1,000. Though the Covid-19 outbreak has become a spoiler for the launch, she is sure that people would not mind shopping now since “they are classic pieces which are a must-have in the wardrobe”. Bidapa was gearing up to launch her next collection in December this year, but due to the pandemic, she now hopes that it will be out in March 2021.

source: http://www.newindianexpress.com / The New Indian Express / Home> Cities> Bengaluru / by Monika Monalia / Express News Service / July 13th, 2020

Kodagu’s progressive farmer honoured with national award

Agriculture, Business & Economy, Famous Personalities of Kodagu / Coorg, Green Initiatives / Environment, Inspiration / Positive News and Features, Nature, Records, All

Smart farming

Somengada Ganesh Thimmaiah.
Somengada Ganesh Thimmaiah.

Even though coffee and pepper are the prominent commercial crops in Kodagu, several farmers have been growing both agricultural and horticultural crops in integrated farming method, thereby, contributing to food security.

Somengada Ganesh Thimmaiah from Nallur village of Ponnampet in Virajpet is one such agriculturist who has scripted success through his innovative methods in farming.

Somengada Ganesh Thimmaiah was felicitated by Virajpet MLA K G Bopaiah. DH Photos
Somengada Ganesh Thimmaiah was felicitated by Virajpet MLA K G Bopaiah. DH Photos

He is the winner of the National-level Babu Jagjivan Ram Krishi Samman award this year. Indian Council of Agricultural Research (ICAR), New Delhi, conferred the prestigious award on Thimmaiah during a function held recently on the occasion of its 92nd Foundation Day.

Thimmaiah has been following the integrated method in agriculture where he grows areca, coffee and paddy as main crops and a variety of vegetables and fruits and sub-crops.

Along with agriculture, he is also into apiculture, poultry and pisciculture, which gives him additional income. Thimmaiah has also been growing the ‘Beth’ plants required for honey bees.

He has successfully experimented with more than 60 paddy varieties and has implemented a mechanised system in agriculture and his paddy field is tech-savvy.

The annual produce of paddy on his farm is 350 to 400 quintal while that of coffee is about 200 bags. He said that pepper also is one of his main sources of income. He has also been cultivating butter fruit, sapota, mango, jackfruit, orange, egg fruit and rambutan as well.

A lot of youth have been visiting Thimmaiah’s farm and seeking his guidance in farming to which he says youth showing interest in agriculture and horticulture is a good sign.

Virajpet MLA K G Bopaiah visited Thimmaiah’s farm and felicitated him for winning the much-coveted award.

Forestry College, Ponnampet, too, honoured Thimmaiah. College Dean Dr Cheppudira G Kushalappa, Extension Unit Head Dr R N Kenchareddy, Agricultural Officer Teetamada Meera were present on the occasion.

source: http://www.deccanherald.com / Deccan Herald / Home> State> Karnataka Districts / by Aditya K A, DHNS, Madikeri / July 22nd, 2020

The buzz in Kodagu

Agriculture, Business & Economy, Green Initiatives / Environment, Nature

Traditional beekeepers are busy bottling the flavours of Western Ghats

Pattu Cariappa and his wife Nethravathi
Pattu Cariappa and his wife Nethravathi

Madikeri :

The buzz fills the air in the north-eastern villages of Somwarpet during the spring season. Apis Cerana bees, known as the honey bees of Coorg, go around merrily collecting nectar from colourful indigenous flowers lining the Western Ghats. The sweet nectar is bottled — to produce one of the purest forms of honey in the nation — ‘Kala Thein’.

BeehiveKF20jul2020

Massive bee hives on tree trunks and building tops always fill the beholders with a sense of fear. But to the bee keepers, honey bees are their comrades. The villagers nurture and look after the bees and in return, these insects provide them with a lifeline. It would not be an exaggeration to say that the traditional beekeepers of seven villages – Kumbara Gadige, Mutlu, Kikkaralli, Hammiyala, Hacchinadu, Surlabbi and Mankya – are preserving the Western Ghats by indulging in traditional beekeeping.

Pattu Cariappa, a resident of Hammiyala village, briskly walks up to his estate and points at an earthen pot covered with fresh leaves. He then lifts the pot, which is placed upside down, and shows the bee hive where the bees are going about busily. He inserts a finger into the hive and slowly guides the bee onto one side to reveal the honey-filled comb. Ask him if he is not scared to do so, he smilingly replies, “These bees are well-acquainted with me. I won’t harm them and they don’t harm me.”“I learnt the art of beekeeping by watching my elders. The best time to start is in December.

First, we smear the heated pot, which has three to four tiny holes, with bee wax. We carry this pot into the forest and place it on a steady area. Since we know our forests well, we also know where the bees are likely to build a hive and we keep the pot in a suitable place. Once this is done, we frequently visit the spot to check if the bees have arrived. Once the bees settle into the pot, we bring the pot close to our house. We shift the pot only during evening hours – when all the bees have settled in the hive after collecting nectar,” explains Pattu.

While the beekeeping starts sometime in December, the honey is extracted and harvested only after a year and half – in June. In traditional beekeeping, the harvest method does not use smoke or other harmful gas to chase them away. Instead, the beekeepers slowly move the honeybees to one side and take out the comb. The honey is then extracted from the comb. “I do not use bare hands to squeeze out the honey as it is unhygienic. Instead, I use a clean white cloth to extract honey from the comb, which is then bottled to produce one of the purest forms of honey,” he adds.

“Some people think that pure honey does not turn sugary. But it does and settles at the bottom of the bottle. Pure honey has very less moisture content,” he says. How does one know if the honey is pure? Pattu’s wife Nethravathi explains, “If the hive is built inside the cavity of a tree, one can smell the tree bark in the extracted honey. Similarly, any form of adulteration can be found out easily through the smell. Wild honey, which uses harmful methods of extraction, is watery.” The seven villages have a good economy. While the traditional beekeepers have been harvesting honey since ages, it is only recently that they have found a sustainable earning.

“Earlier, we used to sell it on the streets across the district and did not earn much from it,” recalls Pattu.

However, they have now found a platform for their business through the initiative of ‘AinMane’ of Thammu Poovaiah. A popular café based in Madikeri, AinMane, is sourcing honey from these traditional beekeepers. “The ‘AinMane’ management is promoting the traditional form of honey and providing us with a sustainable lifestyle,” says Nethravathi.

source: http://www.newindianexpress.com / The New Indian Express / Home> States> Karnataka / by Prajna GR / Express News Service / July 19th, 2020

Doctors from Kodagu urged to return home

Business & Economy, Records, All

Unlike other bigger districts in the State, Kodagu has limited private healthcare resources and this has been one of the reasons for its dependence on cities like Mysuru and Mangaluru for healthcare needs.

However, under the regulated situation triggered by COVID-19, patients of one district are not being treated/permitted in another easily, and this has put a further strain on the medical staff and infrastructure in the district. This has necessitated roping in more doctors. The fact that three doctors had to be rushed to Madikeri COVID-19 Hospital from the Mysore Medical College and Research Institute to handle the situation resulting from the spurt in infections highlights the situation in the hilly district.

Exhausting the possible options amidst the crisis, the Kodagu district administration sought to play the “Work for Kodagu” card, with a fervent appeal to doctors belonging to Kodagu and working elsewhere to return to their homeland and join hands with the government in the unending fight. “I think it’s the best opportunity for them [doctors of Kodagu origin] to work for the land. Kodagu needs doctors and you can fill the emptiness,” said Deputy Commissioner Annnies Kanmani Joy.

The recruitment process has been eased to such an extent that any medical graduate and postgraduate can walk into the medical college or the DHO office in Madikeri with relevant educational documents.

“If selected, the appointment order is issued the very next day and he or she can start working,” Ms. Joy said, while sharing Kodagu’s COVID-19 combat when she came live on Facebook.

However, there are not many takers for the doctors’ posts as only two have responded.

“The appointees can either work in the medical college hospital or in PHCs,” she said, recalling the help received from the people hailing from the district when Kodagu was battered by two back-to-back floods and landslides. Ms. Joy said Kodagu might be a small district but the COVID-19 preparedness was on a par with any other bigger district.

source: http://www.thehindu.com / The Hindu / Home> News> States> Karnataka / by Shankar Bennur / Mysuru – July 18th, 2020

Coorg homestays come up with ‘workation’ offer to bring tourists back

Business & Economy, Green Initiatives / Environment, Inspiration / Positive News and Features, Records, All

Homestays and resorts in Coorg have started a ‘Work-from-resort’ also called ‘workation’ initiative, where employees can stay at the homestays or resorts and work from there. The resorts have come up with attractive packages that offer rooms at affordable rates.

Few homestays in the hilly district have started to invest in internet connections since most of the places in Coorg have a poor data connection.
Few homestays in the hilly district have started to invest in internet connections since most of the places in Coorg have a poor data connection.

Facing a brunt due to Covid-19 lockdown, the tourism industry in Coorg (Kodagu) has come up with an innovative initiative to attract tourists.

Homestays and resorts in Coorg have started a ‘Work-from-resort’ also called ‘workation’ initiative, where employees can stay at the homestays or resorts and work from there. The resorts have come up with attractive packages that offer rooms at affordable rates.

The step has been taken to boost the income and tourism sector in the district, a few homestay owners in the district said, adding that the increase in Covid-19 cases in the area continues to be an obstruction in getting new bookings.

Speaking to indianexpress.com, Nikshan Nanaiah from Coorg Evergreen County resorts said, “The work from resort initiative gained good response especially from people in Bengaluru initially after the exit from the lockdown. We had received a good number of booking for the option for at least one week.”

According to Nanaiah, many resorts opted for this service and started to promote the ‘workation’ option. “Under the work from resort option, we are providing good internet connectivity, room, office furniture and food service. All of these are included in the affordable package ranging from two days to one-two weeks.”

The top resorts in Coorg have also started to offer the work from resort options. A manager of a branded resort in South Coorg told that they have started the bookings and many have already come to stay. “We have different packages to offer our customers and also affordable packages to our member customers. People from Bengaluru and Mysuru are coming to the resort to stay at least for one week and they are also working from here only,” he said.

Few homestays in the hilly district have started to invest in internet connections since most of the places in Coorg have a poor data connection.

Internet cable is being set at Coorg Evergreen County resort in Coorg.
Internet cable is being set at Coorg Evergreen County resort in Coorg.

“Earlier tourists were not asking for internet connectivity since they come here to relax from their daily work life, but now after COVID-19 everything has changed, they come here to work. We have now taken good internet broadband connection to attract the tourists who want to work from here,” Kumaran, owner of Pavitra homestay in Coorg said.

Apart from the homestays and resorts offering work at their places, the major concern is about the safety of both tourists and the employees. Nanaiah says that they have made a list of precautionary measures to take. “We have thermal screening facilities, with daily temperature checks if they are symptomatic they will be sent back and we are also taking care of the employees and checking their temperature daily to ensure all are safe.”

According to the various resort owners, they are charging approximately Rs 2,000 to 6,000 per day for the workation option.

Coorg which is about 260 km from state capital Bengaluru is a hill station known for its waterfalls, national parks, wildlife, and temples. Earlier in 2018 and also in 2019 the district suffered from the back-to-back floods and landslides which had a major impact on tourist footfall.

Sagar Ganapathy, President, Association for Rural Tourism (ART) Coorg and also the owner of Jungle Mount Adventures said, “Tourism in the district has incurred a huge loss from past three years continuously due to the flood and landslides, now Covid-19 has also impacted the industry.”

“When we opened the homestays and resorts after lockdown the bookings we received were very less and we got bookings from the people who are our regular customers. Hence few resorts tried work from resort options which branded resorts are running this successfully with all the precautionary measures,” he said.

Coorg has nearly 800 registered homestays and more than 2,000 unregistered homestays which are run by families at their residence and 500 hotels and lodges. These homestays and hotels generate employment to around 50,000 people.

“Due to Covid-19 we now have no steady source of income. We opened up the business but after a week there were many cases in Coorg. So many resorts and homestays closed voluntarily. We have paid a 50 per cent salary till last month to the employees. But next month, we don’t know what to do.”

Meanwhile, the state government is planning and bring various initiatives to revive the tourism sector in the state. Speaking to indianexpress.com, Karnataka Tourism Minister C T Ravi said, “ Tourism contributes 14.8% to our gross state domestic product (GSDP), we are planning various ways to revive tourism in the state. New ideas like ‘workation’ are welcome, in the next cabinet meeting we will take up the issues faced by the homestays and resorts.”

source: http://www.indianexpress.com / The Indian Express / Home> Cities> Bangalore / by Darshan Devaiah BP / Madikeri / June 30th, 2020

Voluntary lockdown in Kodagu gets good response

Business & Economy, Records, All
College Road in Madikeri wore a deserted look following the voluntary lockdown after 2 pm.
College Road in Madikeri wore a deserted look following the voluntary lockdown after 2 pm.

The call given by the Kodagu district Chamber of Commerce and Industry for a voluntary lockdown to check the spread of Covid-19 has evoked good response in the district.

A majority of the shops remained open on Saturday from 6 am to 2 pm.

People started arriving at the shops early in the morning in Madikeri to carry out the business.

About 50% of the shops had voluntarily closed after 2 pm. By 3 pm, 90% of the shops downed their shutters. Even the movement of people in Madikeri town to reduced after 2 pm. Bus stands, Indira Gandhi Circle, Thimmayya Circle, and Mahadevapete road wore a deserted look.

A trader said, “We have already incurred loss following the lockdown for the last three months. However, Covid-19 could not be controlled. There has been a surge in Covid cases in the district. In the interest of the safety of the public, the shops have been closed”.

Kodagu JD(S) unit president K M Ganesh has urged the authorities to supply necessary ration items to the areas that have been sealed down. People in the sealed down areas are facing hardships, he added.

He said the rise in Covid cases in the district had led to panic among people. With the closure of shops in sealed down areas, people are struggling to procure essential commodities. Officials should visit the restricted areas and look into the needs of the people.

4 new cases in Kodagu

Four new Covid-19 cases were reported in the district on Saturday. With this, the active cases have risen to 37 in Kodagu.

According to Deputy Commissioner Annies Kanmani Joy, of the four, one has inter-district travel history to Bengaluru while two others are primary contacts of the infected persons. One of the infected is a health worker.

A 33-year-old woman, who has travel history to Bengaluru, has been tested positive. A health worker from Subhash Nagara in Murnadu, a 14-year-old girl, who was the primary contact of an infected man from Shirangala and an eight-year-old boy, who was who was also a primary contact of an infected man from Huluse have been tested positive for Covid-19, Annies added.

The total recorded Covid cases in the district is 40. The containment zones in the district have increased to 19.

source: http://www.deccanherald.com / Deccan Herald / Home> State> Mangaluru / by DHNS, Madikeri / June 27th, 2020

Farmer scripts success in pisciculture

Agriculture, Business & Economy
The lake where Tejas Nanaiah has taken up pisciculture at Kaggodlu in Madikeri.
The lake where Tejas Nanaiah has taken up pisciculture at Kaggodlu in Madikeri.

At a time when farmers faced a crisis during the lockdown, here is a farmer who scripted success in pisciculture at Kaggodlu in Madikeri taluk.

He had taken up fish rearing in a vast lake spread in front of his house and sold the fish to earn additional income. Mandrira Tejas Nanaiah had sold 6,725 kg fish this season and fetched a good income.

He had spent nearly Rs 7 lakh for rearing fish in the last two years. He sold the fish in front of his house. Within a few hours of catching them, the fish sold like a hotcake. Along with pisciculture, he has taken up coffee, cardamon, arecanut cultivation as well.

A law graduate, Mandrira Tejas showed a keen interest in farming since the beginning and had taken up fish cultivation for the last few years. In addition to the lake, there are six farm ponds in his farmland, which have also been used for fish rearing.

He cultivates Rohu, Katla and common carp fish varieties. Initially, he had purchased fish seeds from the fisheries department in Madikeri. Now, he procures it from Bengaluru.

A fish normally weighs one and a half kg within a year. After two years, it weighs three kg. If the fish is caught in the second year, then a farmer will fetch more income, said Tejas.

All the weeds and unwanted organisms are cleared from the lake before initiating fish cultivation. Lime and cowdung slurry are also used in the lake, he said.

“I learnt the art of fish rearing through my experience,” he added.

For achieving success in integrated farming, Tejas had even won the taluk-level Yuva Krishika Award.

source: http://www.deccanherald.com / Deccan Herald / Home> State> Mangaluru / by DHNS, Napoklu / June 28th, 2020

Kodagu has huge scope for fish cultivation: Kota Srinivas Poojary

Agriculture, Business & Economy, Green Initiatives / Environment, Nature
Minister Kota Srinivas Poojary conducts a review meeting in Madikeri on Wednesday.
Minister Kota Srinivas Poojary conducts a review meeting in Madikeri on Wednesday.

Madikeri :

Noting that Kodagu has ample opportunities for fish cultivation, Minister for Muzrai, Fisheries, Port and Inland Transport, Kota Srinivas Poojary felt the need to carry out serious efforts in this regard.

Chairing a meeting at Zilla Panchayat auditorium in Madikeri on Wednesday, he lauded the efforts of coffee growers who have been carrying out fish cultivation in their private ponds in the plantations.

The minister meanwhile directed the officials from the fisheries department to rear the best varieties of fish in Harangi fish rearing centre and provide fingerlings to interested farmers

“Innovative ideas with respect to fish breeding should be brought into effect,” he said.

Fisheries department assistant director K T Darshana said that a total of 1,886 hectares of area in Harangi reservoir is being utilized for fish rearing and has been handed over to Kaveri Meenugarara Sahakara Sangha.

Similarly, 105 hectares in Chiklihole has been handed over to the cooperative society, through tender-cum-auctioning. There are 200 fishermen, 95 fish vendors and 2,000 fish cultivators in the district, she said.

The official said that six lakes under fisheries department, 506 lakes under various Gram Panchayats, 3,000 private lakes, nine ponds and two riversides in the district have been handed over to Kodagu Vanyajeevi Samrakshana Sangha on a contract basis.

“Sale of 4,000 kg to 5,000 kg fish takes place in the district on a daily basis. Kodagu is among the first 10 districts which have the highest sale of fish. The total production capacity of fish in the district is 3,582 tonne, as per the statistics of 2018-19,” she added.

Harangi fish rearing centre official Sachin said that ponds are being created in Harangi region. Currently, there is a demand for 40 lakh fingerlings in the district and 21 lakh fingerlings are being provided by the centre.

Minister Kota Srinivas Poojary assured to provide Kissan cards to fish cultivators. Loan facility with zero percent interest up to Rs 3 lakh will be provided to fishermen.

‘Complete development works soon’

Conducting a review meeting of the Muzrai department, the minister directed the officials concerned to complete the development works in the temples soon.

He stressed on completing the work on the proposed ‘Yatri Nivasa’ guest house at Bhagamandala, on priority.

The minister assured to hold discussions with the health department towards giving permission for ‘pinda pradana’ ritual at Bhagamandala.

Deputy Commissioner Annies Kanmani Joy said that Rs 1 crore has been provided by BBMP, towards the development of Bhagandeshwara-Talacauvery temple.

Kodagu Zilla Panchayat CEO K Lakshmi Priya, Additional DC Dr Sneha and Assistant Commissioner T Javaregowda were present.

source: http://www.deccanherald.com / Deccan Herald / Home> State> Mangaluru / by DHNS, Madikeri / June 24th, 2020

Kodagu’s ecological fragility in focus again

Agriculture, Business & Economy, Green Initiatives / Environment, Records, All
A file photo of the Makkandoor Somwarpet road after a landslip near Madikeri in 2018. | Photo Credit: G_P_Sampath Kumar
A file photo of the Makkandoor Somwarpet road after a landslip near Madikeri in 2018. | Photo Credit: G_P_Sampath Kumar

IISc. study finds built-up area rose from 1.55% to 2.69% from 2016 to 2019

The latest landslip in Madikeri town last week, following which the Kodagu district administration decided to shift 13 families to safety, brings the focus back on the ecological sensitivity of the region which has been ignored.

This is the third consecutive year that the district is witnessing landslip and experts say this calls for urgent long-term environment mitigation policy initiatives, besides a halt on wanton destruction of the local environment.

A study by a team of experts from the Indian Institute of Science (IISc.), Bengaluru, has highlighted the dangers of increased landslip, if the current development trend is allowed to continue.

The findings are by T.V. Ramachandra, S. Vinay and S. Bharat of Energy and Wetlands Research Group, Centre for Ecological Sciences, IISc.. It has been published in a paper titled ‘Urban Dynamics in Coorg District, Karnataka’ in the ENVIS Technical Report.

The study assessed the land use dynamics of the district and the results indicated that the built-up area has increased from 1.55% to 2.69% in three years from 2016 to 2019.

Besides, the native vegetation cover including forest, scrub jungles, sacred groves have declined from 45.44% of the land area to 44.46%.

The other findings of the study also has environmental implications and it points out that the interior forest cover of the district had declined from 24% to 22.23%.

The proposal of new layouts, resorts, highway expansions and linear projects will encourage higher land use changes, according to the study.

It stated that the urbanisation process has led to chaotic growth in the region and called for determining the rate and trend of land use conversion for devising a rational land use policy. Based on the land use pattern for 2016 and 2019, the authors of the study predicted the landscape dynamics for 2031, which indicated increase in the built-up areas in Madikeri, Kushalnagar, Virajpet, Gonikoppal, and Somwarpet.

Also, the influence of road networks and tourism will encourage urbanisation along highways and identified Kodilpet, Suntikoppa, Hebbale, Maadapura, Napoklu, Ammathi etc, as per the study.

source: http://www.thehindu.com / The Hindu / Home> News> States> Karnataka / by R Krishna Kumar / Mysuru – June 22nd, 2020

Prasad Bidapa’s new venture brings fashion shows online

Business & Economy, Famous Personalities of Kodagu / Coorg
Models sporting a collection by Aviva Swimwear | Photo Credit: SPECIAL ARRANGEMENT
Models sporting a collection by Aviva Swimwear | Photo Credit: SPECIAL ARRANGEMENT

The Virtual Runway will have everything, right from sets/beautiful location to hair and makeup, stylists and models

The models are ready. The runway is set. So slip into those stilettos, dab on some lipstick and take your seat. It’s show time… in front of the computer. With everything going virtual, fashion shows too have followed suit. And fashion choreographer, consultant and stylist Prasad Bidapa is pleased with the development. It’s all about adapting and reinventing, he believes.

“With COVID-19 ensuring there are no shows, gathering or audience, it was imperative to move to an online platform,” says Prasad. Normally fashion shows have an audience of 250 to 300. But with an online show we can get 50,000 hits. So, it was a no-brainer, really,” he says. That is why, he is currently setting up The Virtual Runway, a project that aims to stream fashion shows “at a device near you.” It is set to launch later this month but the ground work is underway.

The show will have everything, right from a complete set/beautiful location to hair and makeup, stylists and models. The only aspect missing is the live audience. “At the end of each segment, you can directly connect to the online portal of whichever brand’s show you just watched,” explains Prasad. Virtual runways are a great way to start moving stock, he says.

To give viewers an idea of what to expect from The Virtual Runway, Prasad, along with daughter Aviva (designer and founder of Aviva Swimwear), has created a template that will go live on Thursday. “The whole video will be produced fresh. Right now, for the teaser we are using stock images from previous fashion shows. But when we start the shows, we will have fresh productions, shot from scratch”, says Aviva.

Each show can be customised depending on what the designer wants to do. For example, Aviva, who will be one of the first on the show, showcasing her line of swimwear, says, she likes to introduce her collections and talk the viewers through the process. “Since it’s a filmed process, a mistake can be re-shot,” adds Prasad, who has been part of the industry for four decades now.

A collection by Samanth Chauhan | Photo Credit: JPIC.IN
A collection by Samanth Chauhan | Photo Credit: JPIC.IN

A flagbearer for slow fashion, Prasad believes in the present scenario, it will come into its own. “It will be more appreciated and the culture of buying, using and throwing garments will go,” he says. The Virtual Runway will also highlight other aspects of fashion such as sustainability and upcycling. It is perfectly fine to repeat garments, Prasad reiterates, adding, “I have been proudly posting pictures of my repeated garments styled with maybe a different pair of shoes or kurta inside a jacket. You can wear a garment 10 times in a row and make it look different each time,” he says.

source: http://www.thehindu.com / The Hindu / Home> Life & Style> Fashion / by Priyadarshinin Partandy / June 16th, 2020