The haunting and often heart-rending notes of the shehnai leisurely waft through the air, mingling with the exuberance and energy of those present at hall number 18 in Pragati Maidan, Delhi. A motley crowd of businessmen, government officials, fashion designers, and journalists saunter around the hall, waiting for Anand Sharma, the Indian commerce minister and his counterpart in Pakistan, to inaugurate Lifestyle Pakistan. The show aims to bolster trade relations between the two countries, and at the same time, serves as a backdrop to display its cultural and lifestyle strengths.
Over the past one year, much has happened between India and Pakistan to improve trade ties. In February this year, after several rounds of talks, delegate meetings and conferences, Anand Sharma led 125-odd Indian companies across the border to hold a successful ?made in India? show. He described it as the ?largest delegation of businessmen to leave the shores of India to Pakistan?. The show in Lahore, in turn, paved the way for the biggest Pakistani commercial fair ever staged on Indian soil. Describing Lifestyle Pakistan as the first creative work they have done, Tariq Puri, the chief executive of Pakistan?s Trade Development Authority of Pakistan (TDAP), said the present congregation of businessmen and women in India has been the highest ever across the border. ?This is the first time we have put the who?s who of Pakistan under one roof,? he remarked at the inaugural event.
Pakistan brought more than 650 business people to the capital for the trade show, as commercial relations between the neighbours show signs of improvement. However, the overriding sentiment which underscores this event has been how boosting trade can help peace talks, apart from exploring the immense potential and possibilities which it can garner. Fashion designer Faiza Samee echoes the sentiment, ?There is so much to gain if both the countries come together. Our sensibilities are so similar, we have so much in common for mutual trade.?
With the Pakistan government granting India most favoured nation status in November, which, in effect, ended restrictions that require most products to move via a third country, and the opening of the trading post at the Attari-Wagah crossing, Lifestyle Pakistan comes at an opportune time. ?A lot of trade between India and Pakistan is done via Dubai. Hopefully, we will benefit a lot when alternate routes will close and the countries are able to trade directly,? said Samee.
For Mian Muhammad Kashif Ashfaq, the chief executive officer of ChenOne, a chain of retail stores in Pakistan, this is his first visit to India and he is excited by the immense possibilities the Indian market has in store for his business. ?Direct trade with India is a more attractive proposition than Europe or other alternate countries. First of all, it would be cost effective and secondly, it would save us a lot of time. Sourcing and sending products to Europe would usually take around 30 days, but with India it would be just a matter of a day or two,? he said, adding that he is looking forward to opening a ChenOne store in India when things are sorted out between the two governments.
The four-day event, which ends today, is a collaboration between TDAP and Indian Trade Promotion Organisation, showcasing over 100 top brands, ranging from fashion apparel, textiles, furniture, leather items, home accessories, spices and marble handicrafts.
The most prominent products on display among the mosaic of stalls inside the hall are the rich collection of lawn clothes. With Pakistani textile products already famous in India, some of the stalls recorded a brisk sale over the past few days. The collections are diverse and varied, yet they are linked by the strong presence of Pakistani heritage in their works. Explained Sahar Atif, a known designer in Pakistan, ?Pakistan is very strong in its heritage. And the essence of our clothing lies in that. However, when it comes to design, I feel India draws a lot from the West, thereby losing touch with its culture.? Sahar, who is already exposed to the Indian market through her participation in Bridal Asia, 2007, designed a pret line for ChenOne, which she described as ?not typically Pakistani nor typically Western.?
Lifestyle Pakistan not only gave visitors a chance to experience the cultural heritage of the neighbouring country through programmes by various artistes, but also gave them a rare opportunity to savour authentic Pakistani cuisine.
As the event draws to an end, it is only expected that the burgeoning relationship between the two nations will see better days ahead. As commerce minister Anand Sharma said, ?There is no other option but economic partnership between India and Pakistan…We have to recognise our true trade potential…Many a generation have lost the opportunity…We have to leave our children with a legacy, which is better, that ensures prosperity, harmony and peace.?