The Modi Jacket

Fabindia, the nationwide clothing retailer that began in Greater Kailash in New Delhi, has long been the preferred mass-market clothing brand of the capital's politicians, lobbyists, social workers and journalists. But, like so many other things, it is having to move with the times, and define itself in relation to the new Modi government. To that end, it's running a new campaign that redefines its best-selling Nehru jackets. They're now "prime jackets", says the ad, in a nod to the fact that Prime Minister Narendra Modi is a fan of the sleeveless cut. "It's trending in the halls of Parliament and on the walls of Facebook", says one ad copy; another goes "Look good while standing for office, or sitting in one". Let nobody say that the old Nehruvian establishment doesn't know how to adapt.