Actress Soha Ali Khan become brand Ambassador of North East Fest 2013

Ministry of Home affairs in association with National Textile Corporation hosted a press conference to unveil the North East Festival, 2013 on 18th October at the hotel Lalit, Connaught Place, Delhi. NEF is to be held in Delhi from the 26th to the 29th of October. The press meets highlighted on the salient features of the fest. With its focus on promoting North East weavers, handlooms and handicrafts artisans, the fest will showcase the pristine collection of weavers, NE fabrics through fashion shows and exclusive stalls.
The eminent spokespersons at the Press Conference were R.K. Sinha-Chairman and MD, National Textile Corporation, R.K. Sharma-Director, Technical, Ajay Kanaujia- Dept. Secretary and Director Ministry of Home Affairs North East Division, Joi Barua- famous singer from the North East, Soha Ali Khan- Celebrity and Brand Ambassador NEF and Risha Deka- celebrated designer from Guwahati.


Bollywood actress Soha Ali Khan Regal beauty and brand ambassador of the North East Fest 2013has also slashed down the ramp in combination of badge and black colour lengha choli to showcased the preview of designer Risha Deka’s collection. “The NEF in its second edition will prove to be an even bigger and better occasion for the promotion of the mesmerizing talent, craft, skill, food and beauty of the North East. I am personally a big fan of everything from this area… the food, the warm and friendly people, the musical traditions, the fashion, the intricate and skillful weaves. I look forward to the NEF as it will allow everyone to get acquainted with the delights this region has to offer and with the unique and extremely appealing aspects of the North East, like never before “said, Soha Ali Khan.
I have used pure handloom fabric to made Soha’s dress. I have used Eri fabric made in Jacquard loom and black fabric in Pit loom. Here I have experiment with blending of loom and fabrics together. Soha’s choli made from black fabric and lengha with attached duptta with a missing border is in combination of black & badge colour. This is my first edition of north east fest” said designer Risha Deka
Designers/labels like Atsu, Sailex, Rajdeep Ranawat, Urvashi Kaur and munkee see munkee do showcased their preview collection.


R.K. Sinha, Director –Technical Textile, National Textile said, “The NEF’s Guwahati chapter, earlier this year, proved to be a robust platform for showcasing the skill and craft that lies in the North East’s textiles and fabrics. There is a huge potential which can be optimally tapped by bringing these weaves to the national stage by exhibiting them in the capital city which is the locus of all media, ministry and market attention.”
“NEF is an important step in bringing the North East closer to the rest of the country. With the Delhi chapter, the event is sure to bring national focus to the splendor that this region contains across industries… be it fashion, music, food, culture or tourism. We look forward to a reinvigorated interest in the North East as well as an opening up of a plethora of opportunities for the people of the region” said, Ajay Kanaujia, Dept Secretary and Director, Ministry of Home Affairs (NE Division).
Balvinder Kumar, Development Commissioner, Handloom said “It’s a genuine event with a motive to provide exposure to the handloom artisans. It is need of the hour to provide exposure to the artisans –the unsung heroes behind beautiful creations .One of the best way of doing it is through fests like NEF”.

Joi Barua, one of the most popular and renowned singers from the region who also performed at the first edition of the festival in Guwahati, said, “The North East has a rich and long legacy of music and culture. While some bands and musicians who incorporate North-Eastern traditions with contemporary twists have now made a huge impact nationally and internationally, some aspects of our culture still remain less explored. The NEF and its premium location at Delhi is sure to be the platform that will enable the rest of the nation to gain exposure to the beautiful, authentic elements that make up the diverse cultural spectrum of the North East.”

By: S.Sarvesh