Aditya Birla Group - Shaping India | IIM Rohtak
Fashion aspirations of small-towners used to begin and end with the next door garment shop, the owner of which had a long-standing relationship with your family. So was the case with me and my family. Regardless of the occasion, the source of our ‘trending’ apparels remained unchanged for the first decade of my life. We didn’t mind, to be honest, being a resident of a small town situated in North-east India in the early and late 90s with sub 5000 monthly household income and limited access to television, we only drew our inspirations from what the ‘coolest’ member of the family wore at the family functions.
