In the days leading up to Diwali, Aman Kaur, the owner of an Indian clothing boutique, is immersed in sequins, saris, and bustling sales activities. Diwali, a five-day festival celebrated by Hindus, Jains, Sikhs, and some Buddhists in India and globally, is considered the most significant holiday in India.
Kaur shared that during Diwali, it is customary for people to adorn their homes, host gatherings with friends and family, and shop for new outfits to commemorate the festive occasion. Reflecting on the enduring appeal of Diwali, Kaur reminisced about the tradition of acquiring new attire dating back to her childhood.
Operating in the Indian boutique industry for over 26 years, Kaur initially established a store in Punjab, India, before founding Pallavi in Calgary, named after her eldest daughter. Over time, she noticed a rising demand for culturally-specific garments in the city, prompting her to expand her business to the northeast to better serve her clientele.
Stressing the importance of inclusivity, Kaur ensures her store offers a wide range of traditional attire, including lehengas and shalwar kameez, catering to the diverse population in Calgary. She also stocks modest clothing options to accommodate Muslim women shopping for special events like Eid.
In a similar vein, Gupta Brothers, a shop that originated in Ontario, recently opened a branch in Calgary due to the growing market demand. The store manager, Gunjan Mishra, highlighted the store’s appeal to clients from Alberta, prompting the decision to establish a presence in Calgary.
With Diwali approaching, both Pallavi and Gupta Brothers have been adorned with festive decorations and have been offering discounts on their merchandise. Mishra noted a surge in sales, with customers from various backgrounds showing interest in cultural attire.
For individuals like Arpit Chitkara, a student at the University of Calgary, wearing traditional Indian clothing is more than a fashion choice; it symbolizes a connection to his roots and heritage. Chitkara emphasized the significance of dressing up for Diwali as a means of self-expression and celebration.
As Diwali draws near, Chitkara plans to visit one of Calgary’s specialty Indian clothing stores to select his attire for the occasion. Additionally, as the president of the Indian Students’ Association at the University of Calgary, he eagerly anticipates the group’s Diwali celebration, emphasizing the community’s enthusiasm for the event and the importance placed on unique outfits for the occasion.
