Kerala is already a well-known holiday destination but tourism officials are now aiming to position the Indian state as a world-leading shopping hotspot.
The next Grand Kerala Shopping Festival runs from December 1 to January 15 and it will be its sixth instalment.
"We still have a long way to go, but efforts are on to make it on a par with the shopping festivals in Dubai, Singapore and Malaysia," explained Mr U V Jose, Department of Tourism additional director and director of the Grand Kerala Shopping Festival.
More than 10,000 traders are expected to take part in the festival this time round, with Mr Jose already confirming the attendance of brands such as Malabar Gold, Bhima, Josco, Federal Bank and South Indian Bank.
Britons planning to escape the winter weather at home by taking family holidays or specialist tours in Kerala this year won't be alone, as December and January are popular months for visits to the state.
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