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Pantaloons creates India's tallest Dandiya on auspicious festival of Navratri

News Agencies | Updated on: 22 September 2017, 9:39 IST

Marking the celebrations for the auspicious festival of Navratri, Pantaloons, India's leading family fashion destination from Aditya Birla Fashion and Retail Ltd., installed the tallest Dandiya in Ahmedabad.

Entering the India Book of Records, the statuesque Dandiya structure measuring 48 feet tall was unveiled by the gorgeous Karishma Tanna, amidst much pomp and show, with enthralling performances to foot-tapping Garba music by local artistes, who were dressed in traditional attire.

Navratri is one of the most popular festivals of the country, with Dandiya being the most significant part of the festivities. The majestic Dandiya, capturing the essence of the Navratri festival is a visual delight as it stands tall with intricate and vivid colours at One Mall in Ahmedabad.

The planning and creation of the instillation took over two months, with great care taken to create this master piece. The team working on this project included art, design and technical specialists and over 20 skilled artists. The Dandiya standing 48 feet tall weighs over one ton and will be on display till September 30.

"We are delighted as Pantaloons enters the India Book of Records for the second time. At Pantaloons, we believe in creating enriching experiences that bring consumers closer to the brand. Morever, this philosophy is reflected in our 'Aapni Navratri, Aapno Pantaloons' campaign. Dandiya being symbolic of the Navratri celebrations, we are happy to celebrate the festival with our customers," said Gaurav Chakravarty, Head, Marketing & Loyalty, Pantaloons.

Pantaloons crafted an exquisite Navratri collection as part of its "Many India Initiative". This collection is inspired by "Ghumar", a popular folk dance, where women wear flowy garments. The wide range includes ghera skirts, kurtas and palazzos in festive bright clolors across its exclusive ethnic wear brands such as Rangmanch, Trishaa and Akkriti. Men and Kids can get ready for garba with Akkriti and Indus Route collections.

The design philosophy at Pantaloons is to create fashion that makes customers find a "New You" every time they shop. Pantaloons captures the season's trends like cold shoulders, crop tops, statement tees, bardo dresses, embroidered and patched denims, badges, asymmetric and long length kurtas, jewel tone and printed shirts, at truly WOW prices.

Pantaloons is undoubtedly the denim destination. Its wide range of styles and brands is sure to leave customers spoilt for choice. From gym to street look with the athleisure range, to a delightful party collection, to spunky street wear from SF Jeans for young men, Pantaloons is poised to be the favorite hangout for the youth this festive season. 


First published: 22 September 2017, 9:39 IST