CMAI’s Festive Campaign Attracts Strong Audience Response and Industry Praise

13 November 2026: The Clothing Manufacturers Association of India (CMAI) says its festive short film, ‘Is Tyohaar, Khushiyan Baantiye’, has garnered more than 7,47,500 views across social media. The film asks Indian shoppers to buy apparel this festive season, linking each purchase to jobs across the apparel supply chain.

The CMAI festive short film comes from an industry body, not a single brand. Its pitch is easy to follow: when people buy garments for a festival, the money moves back through manufacturers, textile suppliers, wholesalers, distributors, retailers and the workers employed by all of them.

What does the CMAI festive short film say?

The CMAI festive short film tells viewers to celebrate the season by shopping for the clothes they like, and frames that purchase as a way of sharing happiness. According to CMAI, every purchase helps drive demand across the supply chain, which in turn helps businesses grow and supports employment.

The 7,47,500 view count comes from CMAI’s release, which gives it as a total across social media.

What did CMAI President Santosh Katariya say?

Santosh Katariya, President of CMAI, tied the campaign to the sector’s most important selling window.

“Festivals are among the most important times of the year for India’s apparel industry. They bring families and communities together while creating significant opportunities across our sector—from manufacturers and retailers to the millions of people whose livelihoods depend on it.”

Katariya added that by choosing garments they love, consumers “can celebrate in style while supporting the growth of our industry and contributing to the nation’s economy.” For background on the association’s office bearers, see our report on the CMAI managing committee line-up.

Why festive demand matters to apparel makers

CMAI argues that a stronger domestic apparel market needs manufacturers, brands, retailers and consumers pulling in the same direction. In its view, consumer choices can help homegrown brands, strengthen retail networks and open up work across the supply chain.

For the industry’s own mood going into the season, see the CMAI festive survey of members. A longer-range outlook appears in the CMAI apparel market forecast.

The campaign’s substantial digital reach demonstrates the potential of creative storytelling and social media engagement in promoting apparel consumption and industry awareness.

By encouraging consumers to recognise the broader impact of their purchasing decisions, CMAI aims to strengthen domestic market sentiment, support employment opportunities and contribute to the continued development of India’s textile and garment manufacturing industry.