Showcases ‘Namaste India’ In The Milan Fashion Week

Italy Taps Tourism The Cultural Way

Sheetal Wadhwa Munshaw - Mumbai

The Italian Chamber of Commerce & Industry through the cultural platform of ‘Namaste India’ showcased India at the prestigious Milan Fashion Week. The event was organised to boost ties both cultural and commercial between the two countries. Said Dr Andrea Bonardi, secretary-general, ICCI, "The best of India was being presented to the Italians through ‘Namaste India’ in a bid to boost ties between the two countries."

The India week in Milan showcased India through various facets including food, fashion, films, art and culture. The event was a follow up to ‘Festa Italiana’ the Italian showcase in Mumbai last year.

The week was kick-started with the Indian gala evening at the Four Seasons, Milan attracting VIPs, socialites, celebrities and the veritable creme de la creme of the Italian society and media. Chefs were flown down from the Oberoi, Mumbai to cater to the gala dinner. A spectacular display of Indian jewellery showcased by top Indian models as well as a display of costumes from the movie ‘Devdas’ accompanied by the screening of the film in the background added to the Indian ambience. The highlight of the ceremony was the Italian PM Silvio Berslusconi’s encouraging message wishing ‘Namaste India’ a great success, "In my opinion, this event will lead to a greater understanding of India and will thereby strengthen Indo-Italian ties."

Feels Salvatore Ianniello, representative in India, ENIT (Italian State Tourist Board), "I think that the objective of the event was well accomplished as it was successful in presenting India as a country that is changing and developing. It will certainly change the perception of India as an under developed country as it projected India as a multi-faceted country and most of all as an opportunity not to miss. I also think that it will enhance tourism between both countries as India is portrayed as a maturing market with sophisticated travellers which is a great tourism opportunity. To conclude, the fashion, art and cultural showcase will only strengthen commercial ties between the two countries and has in fact opened avenues for mutual business opportunities."