It is sad but true that Indians understood the value of ethnic products only when they are settled outside the Indian boundaries. When they are within the Indian premises, they get them easily thus prefer various other things. Once they are settled outside India and get no longer hold of these things, they started missing it. This is the reason that at a time when everyone thought the market of ethnic Indian sarees does not exist for young generation, ethnic retailing boomed due to its demand in foreign countries, mainly USA.
Even a few decades ago, young girls felt shy to wear sarees for formal occasions or festivals. It was as if they were bound to wear sarees after marriage, so why now. Equation changed as export of ethnic Indian sarees increased exponentially. For NRI women sarees were new sensation. Since they rarely get to wear Indian dresses, do not miss any opportunity to flaunt their best collection. As a result, demand for these sarees kept on increasing.
There was a time when silk sarees were high on demand. Kanjivaram silk, Walkalam, Ikkat, Dharmavaram etc caught the attention of everyone present in a gathering due to their grace and glamour. But these days, designer georgette, net and chiffon sarees are more popular. For NRI women, sarees mean Bollywood. Movies and television shows are a good source for them to know what kind of sarees are in fashion. Since silver screens are mainly sizzled by these designer ethnic sarees, they have become a favourite of NRI women of USA as well. Though the price range of these sarees is quite a vast one, still the fashionable designer sarees are less expensive than the original ethnic sarees like silk. Moreover, the young NRI women find these designer sarees to be more stylish and fashionable than the traditional silk and cotton sarees. As a result, the silk sarees which used to represent India have become more of an honorary position while designer georgette, chiffon and crepe sarees are enjoying the limelight. Silk sarees come out of the cupboard on rare traditional occasions. Wedding, cultural functions etc are surely not one of them.
Thanks to various fashion designers, movies, television serials and provision of availing these facilities here, sarees have never been so global ever before. Actresses in the exotic locales with their flowing sarees have become one icon with which every NRI woman wants to relate to. Another favourite and popular NRI women sarees is handloom. With revival of sarees as fashion, many fabrics regained their lost sheen. Khadi and hand loom are just to name a few. Everyday new types of sarees are introduced. Net, super net, ghicha, khes, kalamkari, zardosi, and embroidery are overwhelming the shelves. Rather than sticking to silk to patronise India in a foreign land, ladies are ready to embrace these latest designs and materials. Many young girls are inclined towards khadi and khes because it makes them look a little fuller which is considered best for that perfect Indian look.
One of the most typical of NRI women sarees is readymade saree designed especially for young girls and women who do not wear sarees and thus are sceptic about carrying it off well. Ready draped sarees are worn like skirts. Pleats come at the centre and the entire package is pre stitched. This became a path breaking introduction not only for NRI women but also for young girls in India who want to wear sarees but are afraid that it may come off. So, whether it is traditional silk sarees, designer ones or pre stitched, they are still popular among the women based far across the distance.