The ‘Nehru jacket’ is now living without boundaries. Conquering both the political and fashion world, the jacket was first proudly worn by Jawaharlal Nehru, the very first Prime Minister of India. Its popularity started in the 1960s, but is still part of the Indian latest style up to this day – thanks to their latest Prime Minister Naredra Modi. The two jackets really look the same. Both jackets have mandarin collars, comfy, but tight fit and a row of buttons in front. The Nehru jacket is more formal-looking because of the traditional colors used like brown, black or grey. While Modi prefers the more unconventional colors like chrome yellow, sky blue or other pastel colors.
Today, the jacket takes a new level. The Bharatiya Janata Party (BJP) members turned the jacket style as part of their uniform. In fact, the way to show your loyalty to Prime Minister Modi is by using the said jacket style.
But using the unique style was already done even before the birth of BJP. Well-known singers and bands like Frank Sinatra, Sammy Davis Jr., Monkees and the Beatles all used Nehru jackets in their concerts in the sixties. Sammy Davis Jr. even stated that he is a proud owner of 200 Nehru jackets. Moreover, the jacket style gets featured in some movie greats like ‘Dr. No.’ and ‘Austen Powers.’
But the biggest change happened when fashion gurus made a daring move. They made their own unique artful conception for women! All thanks to couturiers like Tarun Tahiliani, Raghavendra Rathore, Abu-Sandeep Khosla, Rohit Bal, Vikram Phadnis and JJ Valaya. In fact, well-known Chanel presented their own sophisticated style of the jacket in their Paris-Bombay collection last 2011.
More Style, More Colors!
Aside from choosing bright or pastel colors for his jacket, Naredra Modi also made some changes in the kurtas style. Instead of sticking to plain white full sleeve kurtas, Modi opted for a more contemporary and casual colored and half-sleeve kurtas. According to Bipinbhai Chauhan, the personal tailor of the Prime Minister, Modi believes that kutras can have other colors as well as style. With the ‘new kutras’ style, Jade Blue clothing line managed by Chauhan has sold more or less 35,000 pieces in different outlets all over India. It costs around Rs 995 to Rs 2,500.
In 2012, a NaMo online store opened. It is more than jackets and kutras; if you can’t get enough of NaMo products, you can check them out online. As of today, they also sell koti or sleeveless jackets, pen drives, t-shirts and stationery products. Their goodies are under three leagues: Namo Tech, Namo Mantra and Namo Lekh. The brand likewise sells butter milk and has opened some NaMo tea stalls.
But that is not all! Here is more good news! The online store proudly introduces their own pain balm called ‘Dard anek, ilaj ek’ or ‘one that cures many pains’. According to NaMo Store spokesperson Manish Saini, the balm can cure headache, body ache, nasal and cold congestion. Saini added that the product “metaphorically represents the quality of NaMo (Naredra Modi) where his is the answer to all of the country’s woes.”
Their newest product is available online or at any of their 1,000 retail stores all over the country.