Netas improve their face value

By Srikant Velu

While Tamil Nadu’s netas may not have Barack Obama’s stylish suits or Sarah Palin’s $150,000 wardrobe, they are just as conscious about their appearance. From stocking up on crisp spotless karai veshtis (dhotis with border) to making appointments for facials at beauty salons, the politicos are certainly getting some polish before they face the electorate on the campaign trail.

After all, charisma plays a significant role in this land of the personality cult, where idolisation of film stars and political leaders isn’t uncommon. A leading male hair stylist in the city whose client list boasts of the who’s who in politics says his diary is full for the next couple of weeks. ‘‘We have clients from almost all political parties making appointments. Surprisingly, it’s not the young crop but the older politicians opting for treatments like facials, manicures and pedicures,’’ he said.

While politicians love their day in the sun, the scorching campaign trail sun has them worried about their complexion. ‘‘The skin gets so dark that the tan takes six months to go,’’ rued a former AIADMK minister.

Fair skin doesn’t just win beauty contests but the hearts of voters in the state, particularly in rural areas. The late AIADMK founder and matinee idol M G Ramachandran’s fair complexion is marvelled at even today.

Politicians in Tamil Nadu also have a unique dressing style of their own. Though AIADMK supremo J Jayalalithaa has stopped wearing her dazzling diamonds after being hauled to courts in corruption cases, Amma’s crepe silk saris with embroidered border catches the attention of womenfolk. Her matching wrist watches, the only accessory she wears, are also the cynosure of all eyes.

Among the Gen Next leaders, DMK MP and Karunanidhi’s daughter Kanimozhi is a welcome relief from the dhoti brigade. She livens up politics with designer salwar suits and bright saris. For this campaign, Kanimozhi says she is going to don ethnic cotton saris. Former union minister and DMK MP Dayanidhi Maran also stands out as he wears branded shirts and trousers. Cutting across party lines, a majority of politicians in Tamil Nadu opt for Sarathy veshtis, a top quality handloom dhoti available in the price range of Rs 300 to Rs 600.