Movies and cloths business go hand in hand. In the olden days, people used to watch movies and then get inspired by the saree and jacket styles. Then they go to the tailor and order that stuff. With the entrance of foreign brand retailing India, Telugu people started following western and north Indian trend when it comes to wearing dresses. The only time when one go into ethnic/traditional costumes is during family functions and festivals. Weddings become a major attraction to display the new costumes and new styles for people.

Kala Mandir - popular clothing brand and clothing chain in South India is being associated in movie tie-ups for a long time. The films that stood out in wedding related cloths in recent years are Varudu, Mogudu and SVSC.

Speaking to idlebrain.com Kalamandir Kalyan said, “We are associating with movies because its a mass media and people follow films to know trends. We are a specialist in ethnic and traditional Indian wears. It becomes our prerogative to give the best possible costumes when it come to films that deal with weddings. We have given out highly expensive sarees and dress material for films like Varudu and Mogudu. We give costumes for films we partnered with for free of cost (not to be returned after using them). We are very happy the way our styling worked in representing the middle class marriage in today’s release Seetamma Vakitlo Sirimalle Chettu. The costumes of SVSC wedding are meant for middle-class customers and are very much affordable by everybody. Though we style for many movies, there are only few films like SVSC that give us immense creative satisfaction. If you look at Gabbar Singh, we provided the wedding dress for Pawan Kalyan who goes to propose to heroine. It was also one of the memorable incident in our movie tie-ups”