CMAI’s Festive Season Film Crosses 7.47 Lakh Views on Social Media

The campaign highlights how festive apparel purchases can support livelihoods, strengthen India’s apparel supply chain and contribute to economic growth.

The Clothing Manufacturers Association of India (CMAI) has released a short film titled ‘Is Tyohaar, Khushiyan Baantiye’, encouraging consumers to purchase apparel during the festive season. The campaign focuses on how festive shopping can extend beyond individual celebrations by supporting the people and businesses that make up India’s apparel ecosystem.

The film has received more than 7,47,500 views across social media, highlighting consumer engagement with its message. According to the campaign, apparel purchases generate demand across the supply chain, supporting businesses, employment and the wider domestic apparel industry.

CMAI Highlights the Economic Impact of Festive Shopping

The campaign connects festive purchases with the livelihoods of people working across India’s apparel sector, from manufacturing to retail. It encourages consumers to celebrate the season by buying garments they like while recognising the role of their purchases in supporting the industry.

Commenting on the initiative, CMAI President Santosh Katariya said:

“Festivals are among the most important times of the year for India’s apparel industry. They bring families and communities together while creating significant opportunities across our sector—from manufacturers and retailers to the millions of people whose livelihoods depend on it. We look forward to a vibrant and successful festive season. By choosing garments they love, consumers can celebrate in style while supporting the growth of our industry and contributing to the nation’s economy.”

Focus on India’s Domestic Apparel Market

CMAI stated that the strength of the domestic apparel market depends on the collective participation of manufacturers, brands, retailers and consumers.

As India’s apparel industry continues to evolve, consumer purchasing decisions can help support homegrown brands, reinforce retail networks and create opportunities across the supply chain. The campaign presents festive shopping as one way consumers can contribute to the sector’s activity and the livelihoods connected to it.

Watch the film: Is Tyohaar, Khushiyan Baantiye