New Delhi, April 24 -- Tej Pratap Khurana can't decide between three colours: beige, light blue and mud brown. The 29-year-old project manager at an electronics manufacturing company in Noida is at a menswear store in south Delhi, shopping for a linen blazer for a presentation with a foreign delegation.

His mother, on a video call, votes for the "safer" beige blazer. His brother, on the same call, urges him to go with brown-a "more unusual colour" that will also help "hide" his belly. The store attendant, like any good salesman, insists all three look good, adding that Khurana should try a linen blazer-trouser co-ord set-the current hot seller.

"What do you think?" Khurana, dressed in a red polo-neck tee, brown cargo pants, and matching...