| Karachi: Soon after the December 2001 attack on the Indian Parliament, Pakistan put into place a ban on the showing of Indian satellite channels. The ban however did not stop many cable operators from beaming Indian soaps into the homes of their clientele.
Hooked to saas-bahu fare, viewers — the majority being women — refused to accept life without their daily dose of drama and cable operators had no choice but to either provide the staple or shut shop and die an ignominious death.
Though the government's ban on Indian TV channels is still intact, the authorities have chosen to turn a blind eye to its implementation after the normalisation of relations between the neighbours.
Indian soaps are now not only money spinners for cablewallahs but also provide brisk business for small traders dealing in imitation jewellery, clothes and accessories worn by lead characters of popular serials. Komolika replaces Ramola
"Clothes inspired by Indian soaps are in high demand and when we run in short supply, customers will make the effort to go to other markets and make their purchases," says Shahnawaz Khan, a garment trader at the city's busiest Jama Cloth Market.
He adds, "Women are the big buyers and since they usually purchase clothes being used by Indian actors, we are really thankful to the Indian channels."
Hot favourites include costumes used by Kashish of 'Kahiin To Hoga' and Komolika, main lead in 'Kasautii Zindagi Ki'.
Beautician Nazia Rasheed says there is a huge demand for the style of bindi worn by Komolika. "Earlier, customers asked for the bindi sported by Ramola of Kahin Kissi Roz but now Komolika has replaced her," she says.
Many clerics objected to the popularity of the bindi among local girls, with some even demanding that the authorities ban its sale to Muslim girls in Pakistani markets but the proposal was strongly opposed by local businessmen. Sporting a bindi, some say, has nothing to do with any religion.
"Many think that the bindi is an accessory to be worn exclusively by Hindu women, but in fact, it is part of the collective sub-continental culture and has nothing to do with any religion," says human rights activist Shamim Akhtar.
With authorities ignoring the clerics' demand, the bindi business has flourished with most make-up artists making it a mandatory addition to bridal makeup. Karachi drapes Kumkum sari
Equally, if not more, popular is the imitation jewellery used by female leads in Indian soaps. Topping the list are bangles worn by Kashish and earrings worn by Komolika. In the city of Hyderabad, 100 kilometres from Karachi, known for its flourishing bangles industry, manufacturers say Indian serials are setting the style.
"Customers ask us mostly for bangle patterns worn by Indian actresses and these sell like hot cakes," says Mohammad Afzal, a manufacturer.
Kashish and Komolika are also favourites when it comes to make-up and hairstyles and the Miilee cap also has a few takers, but it is believed that Kumkum alone has revived the sari in Karachi.
"We would sell one sari a day a few years ago but now we sell a dozen or more saris daily. Most of them are tagged as Kumkum Saris and the demand for them is on the rise," says Zeeshan, a salesman, at a sari house in the city's commercial hub Tariq Road.
Even Pakistani media telecasts have succumbed to the drape and more and more women dress in Indian soap style. Starring Sujal and Mr Bajaj
Male characters from Indian soaps have also contributed to better financial prospects of Pakistani businessmen. Sujal of Kahiin To Hoga has made his black outfits popular and Mr Bajaj's hairstyle is highly popular among Pakistani men.
Youngsters even wear T-shirts printed with Kashish's portrait on it. It is called the 'Kashish T-shirt'.
Some textile companies have even named products after soap characters, Kashish Lawn being one of them. |
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