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Living It Up In Northeast

If you thought the Northeast is full of primitive tribals in their traditional dresses, you need a reality check. When it comes to high fashion (not just in clothes) and high tech gadgetry, it could teach a thing or two to the rest of India.

If conspicuous consumption overtook most of India in the immediate aftermath of liberalisation of theeconomy, it is now making its presence felt in a big way in a region normally regarded as economically themost backward and turmoil ridden -- the Northeast. 

The region may be backward in terms of economic development in comparison to the southern or western statesbut when it comes to dressing well, acquiring the latest electronic gadgets and living it up, its people areperhaps two steps ahead of their counterparts in rest of the country. Fashion shows and beauty contests are anaccepted part of the social calendar here. No one frowns upon these shows. And the desire to look good, toflaunt bodies and to keep up with the latest fashion is all-pervasive.

The image of the Northeast among the people in other parts of the country of course is the usual clichéd one-- that the region is full of primitive tribals, still attired in their traditional dresses. No assumptioncould be so off the mark. 

As Jawahar T. Mordani, owner of a leading store of readymade casuals andformals in Shillong says: "The people here follow the latest fashion trends quickly. In fact, I would sayin Shillong we are just about a week behind the latest trends in Mumbai and six months behind the fashion inEurope." Indeed,
The urge to dress well, the beauty consciousness is not limited to a handful either. Even leading politiciansin the region are more at home with their three-piece suits and casual jeans rather than the usual Khadi Kurtaworn by their cow belt counterparts. 

Fashion shows and beauty contests are a regular feature in all parts of the region. They could range from MissEast India to Miss Northeast India to Miss Churachandpur (a small township in Manipur, just to cite anexample). Or the contest could be to identify a winner from among different colleges of Shillong. As RabiulIslam, a journalist-turned entrepreneur who also dabbles in serious Western music, says: "The best thinghere in the Northeast is people take these things in the right spirit. There is no protest or resentmentagainst such shows and everyone takes part enthusiastically."

Fashion is of course not limited to clothes alone. In the Northeast it extends to all aspects of life, be itthe house, the car, acquiring the latest hi-tech audio-visual gadgets or taking to the latest craze in thecountry - playing pool - with a vengeance. Vehicles, which form an integral part of Northeast lifestyle, comein all shapes and sizes. In the Hill states, the Maruti Gypsy is the most common vehicle. So the attempt is tomake each one different. A souped-up vehicle, fitted with modern, expensive accessories and music system isconsidered de rigueur. Holidays in the Far East (Bangkok and Singapore are the most preferred destinations) isnormal once a year. Laptops, digital cameras, DVDs and Handycams are taken to be a normal acquisition inwell-to-do households. If these are signs of blatant and conspicuous consumerism, no one minds.

Adaptation of latest trends both in fashion and lifestyle, especially from the west, is very quick in theregion. Take the craze for playing pool or taking part in fashion shows and beauty contests. The bold and thebeautiful in the north-east are at par with the glam society in the rest of the country. Take the husband-wifeteam of Anupam and Sushmita Choudhury in Assam. For them life is a big celebration, to be lived to the full.So they are a regular presence at the newly opened Pool Parlours in Guwahati or at parties with close friendsarranged in local hotels where the music plays full-blast and the lights are flashing.

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