Why the festive season still means a new wardrobe for Telugu households

As Navratri and Dasara usher in a season of celebration across Andhra Pradesh and Telangana, retailers are tailoring festive collections to regional tastes while shoppers balance tradition, fashion and rising prices. Lifestyle International CEO Devarajan Iyer discusses the changing festive wardrobe, consumer preferences and the enduring appeal of dressing up for the occasion.