Celebrations to commence?

Even as the once extravagant events with an endless guest list literally turned to gher no gahanbars, restricted to close family and friends during the pandemic, service providers, despite being severely hit financially, continued to make social functions memorable for the hosts. The interruption in large-scale wedding/navjote celebrations has given Parsi service providers time for a lot of introspection, a fair amount of modification and a little diversion from the regular tasks they perform during the wedding/navjote season.
To gauge how they managed to stay afloat during this transition period and their perception of new trends in celebrations, Parsiana sent out over 100 email questionnaires to those listed in our Celebrations Guide.
Of the 18 who reverted, a few were prompt and responded within the due date, some did so following one reminder and some after two. Among those motivated to respond were six photographers, three from the catering field, three beauticians, two couturiers, two involved in designing and printing of invites, one who does chalk designs on festive occasions and one who makes sweetmeats overseas.
The relaxation in government curbs permits celebrations in a different avatar. Although there appears to be no clarity, some baug officials say 200 guests can be invited while others say 450 are permitted.

Baug bookings
The open-air baugs where social distancing is feasible are seen as safer havens for community celebrations. The trustees of different baugs, when approached by Parsiana, confirmed that they are permitting bookings at the pre-Covid tariffs, transfer of dates and cancellations too.
The trustees of Cama Baug and the Cawasji Byramjee Banaji Atash Behram Trust are continuing with their prevailing policies, approach and tariffs, as stated Burjor Antia who is a trustee for both these venues. Cama Baug has been booked for 48 days in 2021 of which 12 functions were held (until October 21), four functions have been transferred to other dates in 2022, eight functions were cancelled and amounts refunded, and three functions cancelled without intimation, noted Antia. The first floor hall at the Banaji Atash Behram received bookings for 30 days in 2021.
At the Jeejeebhoy Dadabhoy Agiary, "We are taking each day as it comes keeping in mind all the government guidelines and regulations that keep changing as per the situation,” said the Trust assistant secretary Parizad Diventri. Although she was unable to give a count of the days in 2021 when the baug was booked as postponements and cancellations have become a routine feature, she stated, "We believe in giving good services.”
From April 2021 until end October no function has been held at the Eduljee Allbless Baug, conveyed trustee Roshan Lentin. "We are in the process of formulating a strategy to overcome this ordeal,” she added.
The Dadysett Atash Behram at Fanaswadi has received "no bookings” in 2021, stated Trust secretary Ervad Darayesh Katrak.

In sharp focus
Five of the six photographers/videographers who responded to the Parsiana questionnaire confirmed that as compared to the Covid scare of 2020 when most celebrations were cancelled post haste, this coming season appears to be more promising.
For Mazda Studios that Sarosh Daruwalla operates with his sons Aarish and Rehan, "December looks very promising although we feel November will be the test run for the upcoming season. People have started confirming our services for the month of February as well.” According to him, "The joy of covering an intimate function is priceless. Words can’t describe how special these moments become when you just have your close ones around.” Earlier, hosts would frequently complain that they are "stuck on stage for long and don’t get time to shake a leg to our music. Now they are able to enjoy our package of cinematography, photography and music on their special day.”
Although Mazda Studios managed only 50% of their normal business, Sarosh considers himself blessed to have enjoyed "the maximum share of business in our community’s wedding market. Our team stuck together to beat all odds. We developed new skills and deliberated on improved skills that would benefit clients. We are set to give our 110% in this coming season.” To put their facilities to maximum use, they ventured into "indoor shoots using our in-house studio. We have created several master class and promotion videos for entrepreneurs” who want to make their presence felt online. Other ventures that gained in popularity were their "family shoots” and conversion of old memorabilia into digital data. "We can happily state that our studio is one of the best conversion studios one can find in the city.” Yet another venture they initiated was Mazda Multimedia as a learning platform where those knowledgeable in different subject share their insights. "We believe passionately in the power of ideas to change attitudes and ultimately people’s lives,” asserted Sarosh. They hope to complete 10 episodes of the first season by the last week of December.
Expecting forthcoming celebrations to be characterized by "simplicity, no hype,” Homyar Mistry of Homz Prints is convinced, "Make yourself necessary to the world and the world shall give you bread.” Since event coverage was "virtually nil” during the pandemic, using their own resources Homz Prints ventured into "more online services like making e-books, audio Xerox (making an audio file from a text file to facilitate the contents to be conveniently accessible even while traveling. The charge varies from Rs 10-15 for an A4 sized text page), retouching and restoration.”
"Clicking pictures for Covid related articles and other products kept me afloat,” reported Jamshed Havewala who found that his "goodwill in the profession and word-of-mouth recommendations from clients helped me sail through the difficult period without facing any kind of crisis. I have always kept faith in my business.” Now offering "a combined package of photography, video, cinematic films and music,” he observed that hosts currently "do not opt for a complete video of the entire event like they used to earlier. These days they prefer five to 10 minutes of cinematic films that capture the highlights of the event.” He anyway feels that a family posing with guests for pictures makes "photography rather dull. Candid photography brings forth the joie de vivre and excitement of the memorable moments.”
Rustom Havewalla insisted, "The demand has not picked up at all in 2021. In fact it reduced drastically because more persons got killed in 2021 after taking the vaccines… Further, most people are afraid of the uncertainty of rules and regulations for celebrations. The restriction on the number of guests was an eye-opener for the hosts to invite only a few persons instead of converting their private religious ceremony into an exhibition. I always found wedding and navjote celebrations to be hollow, unnecessary platforms for showing off. As far as the ceremonies went, I found them to be utterly stupid and a waste of money on unnecessary things. Instead of simply enjoying, people were running around in circles trying to please everyone… If you invite 500 guests, how much time can you give to each guest in six hours? 43.2 seconds to each person? Celebrations are heavy on the host and also on the guests as they are expected to do a proper pehramni (cash gift) to cover the expenses of the food and the booze.”
He expects though that grand celebrations will return "because there is no business like show business.” Happy with the returns that he gets from his stock market trading he clarified, "Though photography business had almost become irrelevant, I would never refuse any assignment that came to me because I firmly believe that in order to enjoy God’s grace, one has to work.”
Commenting on "fewer guests” at recent functions Arish Patel of A. F. T. Digital noted, "God closes one door and opens many other windows. It’s for us to learn and grab the opportunities. I always keep my mind open to learn and adapt to new things. Today with Facebook and YouTube, ample opportunities are available. You can do anything that your heart desires with so many courses offered online.” Having enjoyed his financial freedom since the age of 18 years, he believes in the maxim applicable to money, "You save me, I’ll save you.”
Sticking to his core competencies and holding on to his faith, Jansher Banaji of JYB Photo & Video was able to stay afloat thanks to the two "recession proof” hospitals that are his clients, producing high-end films for their departments. Besides his photography and video work, corporate films are his forte.

Cosmetic connections
To venture from the confines of their homes to the beauty salons has been a struggle for many women resulting in a slow recovery for make-up artists and hairstylists.
"As the market has opened up, so has the demand for make-up artistry,” revealed Khushnuma Master who would like "to definitely see people now coming out of virtual occasions and parties into the real world, albeit, and very importantly, ensuring their own and the safety of the ones around them. Bespoke functions with a curated list and open-air venues” are ideally suited, she feels.
"My work is not only restricted to bridals. I work with a lot of renowned social media influencers (including Maia Sethna, Khushnaz Turner, Vahbiz Dorabjee who featured on the cover of Parsiana, October 21-November 6, 2021) and also conduct grooming workshops (online) with leading corporates like HDFC Fingage, Durian and a special Women’s Day workshop for the female police force. Hence my adaptability helped me stay afloat, There was never really a slack period, thankfully,” mentioned Master. "Undoubtedly, the support of my family and my belief that ‘All will be well’ helped me to sail through these tough times, not forgetting the divine power that always pushed me,” she appreciated. The beauty content, skincare and haircare videos she created to assist people brought her collaboration offers from brands like Asa Beauty, SimplyNam, Blue Nectar, amongst others.
"The confidence to step out, to return to normalcy and their respective work schedule is now being recognized as the need of the hour. This has been the driving factor for bringing clients back in the salon,” remarked Monaz Cooper of Kamal’s Salon who believes vaccination has changed her clients’ perspectives. The lockdowns gave an opportunity to study "shelved business and passions and take a relook at a lot of our functional systems and workforce management,” she added. "It was we, as owners, who held the core team together, extended support and guidance to all our employees… A lot of effort has gone into keeping in constant touch with our own people.” Additionally, "a lot of online training and constant social media efforts were undertaken to regain the trust and confidence of clients.”
"Slowly the enquiries are starting for the upcoming wedding season,” revealed Nilufer Amroliwalla Karanjia who has observed that "more and more people are having a sangeet/dance night. It is actually a wonderful thing because people forget all the stress of the upcoming wedding and just enjoy themselves. Adhering to guidelines and standard operating procedures are of utmost importance.” Amroliwalla Karanjia is convinced it was "the grace of God and wonderful support from my family” that helped her "overcome the difficult times. My family was, is and always will be my strength. If they are with me I know I can overcome anything. It was definitely a task to stay afloat.” To keep herself preoccupied during the pandemic, she started doing crochet, making stuffed toys, clothes, hairbands and other items.

Retaining the flavors
"We began to do special menus announced online and used delivery apps,” reported Dr Kurush Dalal, proprietor of Katy’s Kitchen who has realized that patrons are "still very wary” and turning to home chefs. He was compelled to shut down his catering business from September 2020, keep the staff to a bare minimum and move to a smaller location. With demand picking up in 2021 he felt, "A resumption of business to previous levels needs a commitment by society to the Covid protocols and norms” after ensuring vaccination. "Loans to small businesses would also be a boon,” he mentioned.
While people are excited to host functions and have been making enquiries, "they are doing smaller, intimate, detail oriented functions which make it difficult for the business to break even,” stated Kaizad Patel. In 2020 they catered for two functions although the staff who had returned to their village were "paid a percentage of their salaries for the whole year irrespective of their work status.” The blessings of the Almighty, coupled with his "instinct and understanding of the situation” helped him navigate the crisis, he believes. For the future, "Creating a safe environment for my guests and my staff with more social distancing” will be his priority.
At Gallops that offers a fine dining experience on the grounds of the Royal Western India Turf Club, the demand has picked up in 2021 but "it is not as high as it used to be before Covid,” stated partner Jasmine Patel Singh. "Celebrations are not as lavish and we have had to cater to smaller functions while giving the same variety and quality. We hope the current restrictions on guests can be lifted for banquet functions so that hosts don’t need to curtail their guest list,” she added. "Our experience of the last so many years has helped us hold our heads above water,” she noted. Putting in money from their savings to stay afloat, they launched "Cabanas, a private dining experience to ensure maximum safety and social distancing.”

Increasing invites
As compared to 2020, the demand for invitation cards has definitely picked up, concurred both Meher Chinoy of Union Press and Zinia Chaina of ZiniaJC.
While they have started with "e-invites, e-magazines and lots of stuff in digital formats,” Chinoy feels "it is a long way to come back to normal.” The loyalty of their "dedicated clients and supportive staff” helped Union Press stay afloat.
For their "small-scale, in-house, intimate, online or outstation celebrations that were postponed/preponed/cancelled, many clients chose to distribute an announcement, rather than an invitation, along with a box of goodies to all those guests whom they would have liked to celebrate with,” noted Chaina. "It’s a celebration, so go ahead and enjoy the occasion and however big or small the event, make it a memorable one!” she urged hosts to adopt a change of mindset when things do not go as planned: "See what’s possible and doable at that point of time. Respect each other’s boundaries and sentiments.”
For her business she was required to adapt "to the change in demand, adjusting minimum order quantity and pricing to suit small scale celebrations. Reaching out consistently with new designs, concepts and innovative options, I recently had an online exhibition with discounted pricing to promote my brand. Professionally the printers I am tied up with gave me their full support and cooperation. My family also encouraged me to keep pursuing and not wait it out or depend on luck,” added Chaina.

Donning designerware
Both the couturiers were upbeat about their business prospects in 2021. "As people are gathering together more readily for celebrations, there are more occasions to dress up for,” stated Ashdeen Lilaowala. "As celebrations become more intimate, there is more focus on details. I have also noticed that young people and the couples themselves are involved in the planning and execution of celebrations. As a result there is an infusion of youthful energy which is very welcome,” he remarked. "To take the stress out of celebrations,” Lilaowala advised, "Early planning, a simple flow of events and a limited guest list could help. We need to also make celebrations more green and organic.”
The designer was all praise for his "fantastic team that has really been on the ball during this tough time. They have risen up to the challenge and shown willingness to stick together and work hard. Our patrons across the globe have also been a great support during these tough times as they continue to make purchases and choose us for their special occasions.” To take their Ashdeen brand closer to customers they had to depend on technological tools like Instagram, WhatsApp, video calls and Zoom. Their traveling exhibitions in different cities like Bombay, Hyderabad, Nagpur, Raipur and Calcutta were also very successful. While earlier too they took orders for bespoke Parsi bridal saris, "this year we decided to amp up our bridal offerings by launching it in a big way with an exciting campaign and collection that has received an exhilarating response.”
"Celebrations are not so ostentatious any more. They have become more personal and intimate,” commented siblings Zubin and Zia Mehta whose designer dagli business under the brand name of Dezenzia and demand for apparel from Uniforms Unlimited was severely impacted during the lockdown. Valuing the support of their staff "who stayed with us in spite of salary cuts” against all odds, the Mehtas recalled, "We had to downsize considerably to stay afloat. We also explored other avenues. Initially we too jumped on the bandwagon of manufacturing masks and personal protection kits but that was just to keep our workers going as it didn’t have any profitable margins. We then targeted uniforms for hospitals as those were the only institutions that were thriving in our line of work.”

Above and top r: Designer saris created by Ashdeen Lilaowala; Zubin and Zia Mehta

Ground realities
For the rangoli designs with colorful chalk that she painstakingly creates on the ground, "I make it a point to customize and create something unique to cater to the needs of my client, knowing there is no ‘one size fits all,’” revealed Prochi Bhada. She started creating beautiful rangolis as a hobby and now continues to do it as she enjoys it and would like to "create something that brings people happiness on their special day” although she does not consider it her full-time business. "Having my family around me during this time has been a great support. Being healthy and safe is most important,” she stressed.

Custom continuity
Celebrations of navjotes, weddings, anniversaries and other events, mainly outdoors, have resumed in Chicago for which Roshan Rivetna has been assisting with flower baskets, torans, hars and bouquets. While vaccinations are sometimes recommended and at other times mandatory, social distancing with tables set apart and wearing of masks except when eating continue to be the norm. "There is no koti-kissee (hugs and kisses),” clarified Rivetna. Orders for her "signature dish, the sagan-ni almond marzipan badam-ni-boi (auspicious fish-shaped sweetmeat made of marzipan and almonds) have been growing. In fact, this year, I have had more than usual orders for agharni-na-larva (cone-shaped sweetmeat distributed in the seventh month of pregnancy) — wonder if that has anything to do with the Covid lockdown!” she commented, clarifying, "Mine is more an effort to perpetuate our Zoroastrian customs and traditions, rather than a business.”

Roshan Rivetna with her signature dish