Even as the bridegrooms moved away from traditional dhotis a decade ago, brides across the state of Tamil Nadu in Southern India stick to the traditional 'Kanjeepuram pattu' for the occasion of their life. With changing times tradition also move towards the branded way, as competition forced the textile shops to innovate consistently and offer rich variety of choices to the modern women.

Vivaga, Ishwaryam, Reversible, Maya, Parampara, Vastarakala and the list goes on - All these Sarees are self branded by the shops and promoted effectively by employing Kollywood stars like Jothika, Sneha, Meera Jasmine, Boomika to create the interest among the masses.

And the encouraging thing with these brands is each one follows a different concept. Vastrakala pattu from Pothys has North Indian art works embellished in the traditional South Indian Kanji pattu. Sri Kumaran Stores introduced 'Maya Sarees' which changes colour when exposed to sunlight.

Talk of the Town now is definitely the Reversible Saree by RMKV ttp://www.rmkv.com. This textile major who operated only in a small town, Tirunelveli some years back, created sensation in the market last season by introducing a saree with 50,000 colours. It has yet again impressed every one with their creative and stylish design for the Reversible Sarees. With four attractive pallus and two different body colour this saree can be worn in 4 different ways.

Mind it, it's still a single saree for women, though it costs around four times of a normal one. Better don't gift it to your sweet heart and expect them to use it for the next 4 festivals. Such simple Marsian logic and all won't work out in the Venus world, whom you can't satisfy even by gifting a entire shop.

In this mad rush to offer variety to the Silk crazy South women by the shoppers, even kids are not left behind. Maya pavadais and Reversible pattu pavadais are exclusively marketed for the younger generation. All these innovations and modernity didn't affect the sales of pure traditional players like Nalli Silks. Madras Mami's with deep rooted traditions still throng these stores during festival seasons.