The saas-bahu serials from India have led to a craze for saris in Pakistan and traders say the obsession has become so big that women there have named the saris after the characters of the popular serials.

Thus you have Kumkum saris, Ramola, Tulsi and Parvati saris and anyone visiting India is told to get them, says Arshad Ali Khan, a trader from Karachi.

“Till a few years back, there were not many takers for saris in Pakistan but suddenly you see women all around wearing saris, even at parties and social gatherings,” says Khan.