In the earlier days, people don't know about fashion. They start learning it from films. Especially, the sarees. The salesman used to lure woman saying, 'Dasara Bullodu saree, Premanagar saree' and gullible woman purchase them. Likewise the tailors used to stitch different kinds of blouses imitating the dressing style of the heroines.

After the entry of foreign brand retailing, and televisions, everyone started wearing dresses of north India and western countries ignoring the films. They don’t need to see films for different styles. People start wearing ethnic / traditional costumes only during the family functions and festivals. So, weddings become a major attraction.

To cash in on this situation, the popular clothing brand and clothing chain Kalamandir started movie tie-ups to supply costumes during wedding scenes. It started supplying and publicising themselves of giving costumes for films like Varudu, Mogudu, Gabbar Singh where the hero goes to propose the heroine and other films.

The latest film is 'Sitamma Vakitlo Sirimalle Chettu', which is a family subject. The middle class and upper middle class, which wear the traditional costumes instead of going for foreign brands, were supplied by Kalamandir.