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The fashion retail industry has fi nally come back to life with the Indian government lifting the blanket ban on non-essential retail. But while we are savouring this good news, deep down, we are all aware of the harsh reality – the virus is still amongst us and its scourge continues to rampage across the world unabated. Therefore, even as we all race to reopen our businesses, we know the utter uncertainty that awaits us all – i.e., until a vaccine is discovered. Over the last two months, a lot has been said and predicted about the new normal that we have to adapt to, post the lockdown. But as we open our doors to the consumer, we realise that the challenges that face us now are far greater than what we had expected. It’s a very crucial time for fashion businesses across the country. On the one hand, we have to prepare ourselves to conform to the new protocols of safety and hygiene and on the other, instill confi dence of a safe shopping environment in both our internal and external customers. At the same time, we are also charged with the dexterous task of coming up with eff ective strategies to stimulate consumer interest/sales and fi nd creative solutions that can potentially move us forward.

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