Lifestyle

Durga Puja is not only a religious festival for Bengalis but also a celebration of their culture, identity and style. As the first beats of the dhak sound, Bengalis across West Bengal, Assam and Tripura start shopping for new sarees, kurtas, jewelry, footwear and accessories. For Bengalis, Puja has become a significant event in the fashion and retail industry. Five days of Durga Puja are celebrated with great enthusiasm and fervor. Bengalis wear different styles of clothes

Northeast India has looks, it has a cultural identity, it has a certain amount of fashion-savvy youth. Now can it leverage this into a business? From oversized jackets, baggy jeans, chunky boots, layered jewellery and put-together outfits — the Northeast has always had a certain affinity for Western fashion. But what makes the people here so interesting is that they manage to interpret trends in their own ways. From across the region, Western silhouettes are mixed with indige

TRENDS × MMNE Fashion Week 2026 was ultimately as much about the people and cultural influences behind fashion as it was about the clothes on the runway. In bringing together established labels, regional designers, accomplished women and emerging performers, the evening offered a snapshot of a creative community increasingly confident in expressing its identity on its own terms.

The inaugural edition of the North East Creator Circuit (NECC) 2026 concluded on a high note on September 13 at MAYFAIR Guwahati, marking a landmark celebration of creativity, connection and recognition for Northeast India’s growing creator community. An initiative by Netive, in association with Trident Brandcom, the event brought together over 125 creators from across the Northeast, alongside brands, industry professionals and creative minds. With over 300 registrations re

You’ve probably seen them on Instagram: beautifully packed PR packages arriving at a creator’s doorstep, filled with a new product, handwritten notes, and carefully designed extras. They look like gifts. However, for brands, they’re anything but. PR packages are a marketing investment designed to turn products into conversations. When a brand sends 100 creators a launch kit, it isn’t simply giving away 100 products. It is creating multiple opportunities for content, product d

Micro-influencers are proving that bigger names don’t always mean bigger results. While celebrities and mega-influencers can put a brand in front of millions, smaller creators are often winning where it matters most: trust, engagement and actual sales. For years, brands chased huge follower numbers. But today, audiences care less about “How famous is this person?” and more about “Can I trust them?” 1. They Feel Like Real People Micro-influencers usually have smaller, closer c

The Northeast is no longer just being discovered—it’s being heard, seen, and celebrated through its creators. From Assamese fashion and Mizo music to Khasi food, Manipuri culture, and Nagamese content, Northeast Indian influencers are bringing the region’s languages, traditions, creativity, and everyday experiences to audiences across India and beyond. What makes this movement powerful is self-representation. Creators are telling their own stories through reels, vlogs, podcas

India’s influencer marketing industry is expected to reach around ₹3,375 crore by 2026, growing at roughly 18%–25% a year.