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Marketing Magazine of IIM ShillongCover StoryGlobal DesignforIndian FashionMr. Farokh BalsaraPartner at Ernst & YoungMr. John HauserProfessor of MarketingMIT Sloan School of ManagementVolume3 Issue 10April 2012MARKATHON

FROM TEAM MARKATHONDedicated to Team Markathon 2010-12: OurMentors, Friends and Seniors without whom thiswouldn’t be possible.Dear Readers,As we sit down to pen this editorial, we are at aloss of words to describe what we feel. The feelingof being at the helm of one of the country’s mostreverberating marketing magazine is yet to sink into each of us here at Team Markathon. This beingthe first edition by team 2011-2013, it is very closeto our hearts. Working under the 2010-2012 teamwe have helped the magazine scale new heights.We have associated with some of the mosteminent personalities in the field of marketing andhave seen a phenomenal increase in our readershipbase.Taking the culture of Markathon forward, our coverstory for this month “A global design for Indianfashion” analyses the Indian fashion industry. Thecover story examines the present scenario of theIndian Designer segment Industry through variousexamples. It identifies the various challenges facedand highlights the amount of untapped potentialthis industry has to provide for the future. Thecover story also gives strategies that could beemployed to catapult this nascent industry to aglobal stature.Our Vartalaap for this month features an eminentpersonality from the Media and Entertainmentworld, Mr. Farokh Balsara, Partner at Ernst &Young, one of the big four Consulting firms. He hasbeen E&Y's media and entertainment practicesleader in the country for over a decade andcurrently drives the segment throughout Europe,Middle East, India and Africa. He talks to us aboutthe growing media and Entertainment business andsome of its intricacies in the Indian context.From the academic world, we have JohnHauser, Professor of Marketing at the MIT SloanSchool of Management. He has expertise inmarketing and product development areas,including the design and marketing of newproducts, customer satisfaction incentives and newproduct forecasting models. The proposer of theworld famous Voice of the Customermethods, talks about the intricacies of marketingon wide range of topics from marketing science tovirtual customer methods.We also have a special section where we would liketo bid farewell to 2010-2012 Team Markathon,who have guided us at each step and have beenvery critical to make Markathon what it is today.This edition is not only special to us members, butmarks a significant change in leadership forMarkathon. We have certain changes lined up foryou over the next few editions. We will constantlystrive to make Markathon “Bigger, better andStronger” (And you thought only Kanye West coulddo that)We would like to thank our readers who’veconstantly sent in their feedback and suggestionsto improve the magazine. As always, we will try toimprovise and ascertain that together we will learnand together we will grow.Dosendinyourfeedback/suggestionsto markathon.iims@gmail.comSit back and wear your seatbelts, because this isgoing to be a ride you will remember.Happy ReadingTeam MarkathonTHE MARKATHON TEAMEditorsG S N AdityaPiyush AgarwalMayur JainSowmya RSwati NidigantiUmang KulshresthaCreative DesignersPriya Kumari AgrawalRushika Sabnis

CONTENTSmarkathon april 2012FEATURED ARTICLESPERSPECTIVERAIDED & INVADED: MIND & SENSESPRIYANKA AGARWAL NITIE, MUMBAIPERSPECTIVEIS HUL ON THE PATH OF TATA NANO ?MOHIT SAXENA IIFT DELHIVARTALAAPMR. JOHN HAUSERPROFESSOR OF MARKETING , MIT SLOAN SCHOOL OF MANAGEMENTCOVER STORYGlobal Design for Indian FashionSOWMYA PIYUSH MONICA IIM SVARTALAAP47912MR. FAROKH BALSARAPARTNER AT ERNST & YOUNG18WAR ZONEEYE 2 EYEWill flashmobs be an effective marketing tool in the Indian context?Keshav S IIM S Manan Jain IIM S20SILENT VOICELAY’S BAKEDSPECIALSBRAND STORYSWATI NIDIGANTI IIM SADDICTEDUMANG KULSHRESTHA & G S N ADITYA IIM SUPDATESMAYUR JAIN IIM SFOR THOSE WHO TOOK IT FORWARD21222324273

markathon april 2012perspectiveRaided & Invaded: Mind & SensesPriyanka Agarwal NITIE, mumbai"The heart has its reasons which reason knows nothingof. We know the truth not only by the reason, but bythe heart."- Blaise PascalThis quote elicits the challenges faced by the marketerseveryday in such a simple way.A woman in a mall, looking at a shoe collection, whatmust be going through her head? “Oh these black onesare nice, and they are of the latest fashion, but I don’tlike the material they are made up with, I wantsomething shiny, which adds to my glamour quotient.And last week I saw on the TV, a model was wearinglight brown colored heels. If I find something like that inthis design & shiny, within my price range, then I mightbuy it”.Clearly as our heart has many reasons which cannot berationalized, our mind as well is a complex neuralprocessor, which keeps firing thoughts, from the pastmemories, present state of mind and future desiresmaking it very difficult for anyone to place the ‘BuyButton’ inside our head.In this pursuit, the marketers ganged up with thescientists to use Electro Encephalography (EEG) scans orfunctional Magnetic Resonance Imaging (FMRI) to get ahard copy of our brain activities while our varioussenses are exploded with several advertisements, logos,fragrances and sounds.When they try to peek into the minds of theircustomers, to get an idea of what is it that will attractthem to a certain product or a promotion, what is itthat can leave them helpless with no choice but to givein to their temptations, hand holding a credit card,stretched at the counter. On the other hand what is thereason that even after spending millions of dollars onadvertisements, events and promotions, the sales ofsome companies just doesn’t go up? Even if people likethe campaigns, they are not motivated enough to buythe product and in some cases they even miss the nameof the brand.They plug several electrodes to our head and notice thespikes and dips in various parts of our brain to assessattention, emotional engagement and likely memory forthe items on test. Scary as it sounds, they have foundsome eye opening insights about our thought processesand tendencies which can completely change the faceof marketing.Remember the timewhen you went tocollege, listening toan mp3 player orradio on your phoneand you saw aguy/girlwalkingdown the road withwhitecolored4

perspectiveearphones plugged in, looking much cooler than yourrun-of-the-mill plain black ones. And just then they takeit out, small, sleek and super stylish portable musicplayer ‘The IPOD’, and your mind said “wow!! I’ve got tohave this”. Or take the example of the time when allfashion conscious people started wearing jeans withflared bottom, guys and girls both and it became the Inthing and then, they just disappeared and werereplaced by the skinny jeans. Now everyone goesaround in skinny jeans, andflared jeans have completelylost its appeal.Do you see what is happeninghere? Now the same peoplefind the same old style totallyunattractive. Well marketerscall this the trick of mirrorneurons.Bythescansperformed they have found theinferior frontal cortex andsuperior parietal lobe to containmirror neurons which fire upwhen we observe or even readaboutanotherpersonperforming an action.These same neurons fire upwhen we cry and feel helplesswhile watching the attack atPearl Harbor or the drowningTitanic. Or when we read aboutthe union of two lovers after years of tyranny in a bookand our heart fills with multiple emotions. And thesame neurons make us humans mimic each other’sbuying behaviors as well. They work along withdopamine which is the brain’s pleasure chemical whichexplains for the euphoria we feel after wearing thesame shoes which we see every other girl wearing andhence claim to the be in tandem with the latest fashion.In short: (Trend Mirror Neurons Dopamine MoreSpending Exhilaration)markathon april 2012Now that the marketers know about our tendencies,they just need to create a buzz about how if you do nothave a product, you are so out of fashion and let thebuzz catch fire to make people run to the stores & nowthat you know about mirror neurons you can stand byand watch other people run from trend to trendemptying their wallets and try not to get caught in it.Now let’s take it to another level. Have you everthought why a certainrestaurant plays hiphop music or soft rock,some play piano, andsome ghazals? Whenyou just come in thevicinity of Mad OverDoughnuts , the smelloffreshlybakeddoughnuts rushes toyour head and youimagineoozingchocolate along with it,samegoesforMcDonald’sorDominoes. The desirehas been aroused, thebait has been laid, andit’s quite difficult toignore all that aromaand attraction. This issomethingcalledSensory Branding.By a series of experiments using FMRI it was found thatvisual images are far more desirable and memorable,when they are combined with other senses like soundor smell. And if a visual image is coupled with anincongruous smell, then no matter how good theproduct is, it is doomed. So do not think that thosesmells and sounds coming from the far end of the road,is a co-incidence. Restaurants and showrooms usespecial scent oozing machines which have formulizedsmells to attract you. Interestingly for all of our other5

perspectivesenses, we think beforewe respond, but withscent,yourbrainresponds before youthink.Sex. Sex. Sex.Does this catch yourattention? Well the oneof the most debatableand interesting topicsin advertising is ‘Sex InAdvertising’. So themarketers plugged theelectrodes to the headsof the people whilethey watched someadvertisements and print ads which had subtle orstrong sexual insinuations and what they found waspretty eye-opening.Sex in advertising has been subtly pushed since as longas 1960s in the US, and has also lead to manycontroversies due to opposition against it from bodieslike The American Family Association. Calvin Klein, Wildstone, Axe, Levis Unbutton, Adidas, Burger King, Guessare some of the brands who have used that angle.By the experiment, it was found that sex mostly doesn’tsell anything other than itself. It does something knownas ‘The Vampire Effect’, as the titillating content sucksthe attention of the viewer from what the ad is trying toconvey and sometimes people don’t even rememberthe name of the brand or the logo or any other text inthe advertisement at the end of it.All these and many more startling revelations havebeen possible with the help of FMRI and EEG scans.Picture 25 years down the line, a revolution in the fieldof FMRI leads to the production of a very small devicewhich can be stuck to anyone’s head and there mentalactivity can be monitored. We can use this for solvingage old mysteries like, ‘How to crack an Interview?’ bychecking what appeals or what dampens the interest ofmarkathon april 2012the panelists in acandidate. We canmaybe, know ‘Whatwomen want?’ bystudying the patternsof their brainwaves indifferent situations.It might be fun andvery interesting in thebeginning, but later itwill get boring. Therewill not be much leftfor man to explore andlearnthroughexperiences,toappreciate the beautyin diversity and fun in mysteries.The breath taking positioning or promotions done bymarketers would be the culmination of data crunchingof huge sets of EEG scans. Instead of challenging thelikes and dislikes of the human mind, we would betrying to decode it and using that code to producesomething or modify our behavior with respect to whatappeals to others. It will definitely help companies savea lot of money from the marketing budget they spendon activities which do not add to their sales or mightaffect negatively, & help them know what they aredoing wrong? But what freaks me out is that if everycompany knows the tricks, and plays an amazing gameusing all the deep dark secrets of our minds which theywill get to know via neuroimaging, they will drive uscrazy with all the attractions pulling us in so manydirections and no savings in the bank, after all humansneed to meditate for years to develop a will powerwhich can resist this tease. I guess that will be anotherlevel for human evolution, where we will becometotally immune to beauty and sex and fragrances andsmiles In order to protect ourselves from this invasionof ‘Neuromarketing’.6

perspectivemarkathon april 2012Is HUL on the path of Tata Nano ?Mohit saxena IIFT DelhiRatan Tata has repeatedly said that his inspiration forthe Nano came from seeing an entire family -- father,mother and two kids -- perched on a two-wheeler,navigatingcrowdedanddangerous city roadsbecause they couldn'tafford anything better. Inhis view, the Nano is afamily car.But when that family wasgiven a choice to possessthis “family car”, it simplyrejected the whole idea.The rejection was suchstrong that at one point oftime Tata Motors couldonly sell 500 Nano in amonth.What went wrong in such a noble thought? One majorreason was the positioning. Nano was positioned as a“Lakhtakia” – a car that has the lowest price.satisfaction in the minds of Nano owners.So what connection does HUL has with this story?Recently, HUL has launched low price soup variantsunder its umbrella brand – Knorr. The obvious reasonis to increase sales as “Soup” as a category has notbeen very popular in India – primereason being the concept of soupis more associated with theWestern cuisines.This increase in sales can beachieved in three ways –1. Increase penetration in the lowend of the urban markets and therural markets.2. Increase the existing customerup the value chain and createmore occasions of consumption.3. Increase sales by thecombination of the above two.According to Euromonitor, branded packaged soupmarket in India was in the range of Rs 100-125 croresin 2010. This segment of packaged food has beenIt was found that people did notwant to associate themselves withsuch kind of imagery. One has torealize that customers in the ruralmarkets are as aspirational as theirurban counterparts. All that oneneeds to know is how to sell tothem.Now, Nano has changed itspositioning and is projecting itself asan aspirational car which has amplefeatures and is full value for money.It is now infusing a feeling of7

perspectiverelatively under penetrated in India but withurbanization and rise in organized retail, rise inincome and changing lifestyles, the segment hasexperienced growth rates of more than 20% year onyear in last 5 years.HUL has tried option 2 successfully in the recent pastwhere it has targeted children and positioned itsrange of soups as 7 pm snacks, thereby has createdmore occasions of consumption and thus has tried tofill the creneau.In its strategy, till now, its TG was middle and uppermiddle class with its soup in the range of Rs 35.People perceived both soup and Knorr as premiumand HUL enjoy majority of market share. But now itwants to increase its sales further as there exists hugeuntapped market.The basic perception of soups in India is of somethingwhich is healthy while instant noodles are perceivedas something which is tasty. We have witnessed therepositioning strategy of Maggi noodles when severalother big brands entered into the instant noodlescategory. Maggi was quick enough to sense theconsumer sentiments and started “Taste Bhi HealthBhi” campaign with the launch of fortified variants likeAtta Maggi. They went one step ahead and cashed onthe strong emotional connect they had with theircustomers and launched “Me aur meri Maggi” toreemphasise the fact that Maggi is more than merenoodles in the psyche of their customers.For the past 20 months, HUL has done the hard workof positioning itself as a 7 pm snack which is not onlyhealthy but also equally tasty. Knorr soups are quitepopular in the upper and middle segment of thesociety and they perceive it as a premium product.Now if HUL goes for option 3 and tries to target massmarket by cutting prices through its launch of “Cup-asoup” range of soups, it is taking a big risk of losing itsmarkathon april 2012whole value proposition. To its customers, Knorr is apremium soup with highest quality standards, greattaste and health benefits.If modern life wasn’t already confusing enough,brands are trying to complicate matters further bycreating multiple identities. And if HUL wants tocontinue with its existing positioning and also launchcheaper variants then it is on the same track. It istrying to sell something similar which Tata Motors did.And we have seen that in the past also HUL failed toincrease its penetration with smaller SKU of Knorrwhich was priced at Rs 5. It had to ultimatelywithdraw that smaller SKU.ConclusionIf HUL really want to tap onto the huge opportunityexisting in the rural India then it has to go for option 1and 2 separately. It needs to launch a totally separatebrand of soups which have health benefits likefortified with iron and which complete the nutritionalintake of the rural customer.This new brand of soup should target rural India andthus should be positioned as a healthy way to keepchildren in rural India free from iron, calcium andvitamins deficiencies. Separate communication mixshould be developed particularly in rural India andregional brand ambassadors should be chosen. Kajolshould remain the brand ambassador of premiumKnorr soups only.This strategy may involve the cost of launching a newsub-brand or a completely new brand but looking atthe future prospects of growth in branded packagedsoup category it will eventually turn out to be a goodinvestment as this way HUL will get the first moveradvantage in rural India while it will be able tomaintain Knorr as a premium brand and thus will beable to retain and expand in the urban markets also.8

Vartalaapmarkathon april 2012An Interview with Mr John HauserProfessor, MIT Sloan School of ManagementJohn Hauser is the Kirin Professor of Marketing and a Professor ofMarketing at the MIT Sloan School of Management. His expertise lies ina wide range of marketing and product development areas, includingthe new product development and forecasting models, voice-of-thecustomer methods, customer satisfaction incentives, market researchmethods, competitive marketing strategy and metrics to manageproduct development. He talks about the intricacies of marketing ontopics ranging from marketing science to virtual customer methods.9

VartalaapMarkathon: You have had a long association with MIT,can you share with us some of your experiences andlearnings as a student at MIT?markathon april 2012choice. But being risk prone I decided to move. MIT hasbeen an excellent place to learn new things and findnew problems. Our motto is Mens et Manus, the mindand the hand. This means that theory enlightenspractice and practice enlightens theory. MIT continuesto provide new challenges and new methods.Mr. Hauser: I began at MIT in Electrical Engineering,studying both traditional electric engineering (circuits,fields, etc.) and related fields such as probability theoryand optimization. I realized I was more interested inMarkathon: Your work on the Voice of the Customerprobability and optimization and I began working withgives an elaborate structured method for conductingfaculty in transportation engineering. My s is about algorithms to optimize bus routes. Oneidentification. How would the article look, if you'dday I was asked to do a market research survey towritten it now, any changes to incorporate the majorunderstand why consumers were not responding asshift in consumer attitudes over the past decade?expected to our algorithms. We quickly found thereason, changed the algorithm, and ridership increasedMr. Hauser: At the time the VOC was written, US firmsdramatically.Therewaswere beginning to adopt totalsomething to this marketing. Iquality management. They hadthen sought out faculty who werebegun to understand thatMuch of my recent virtualworking in both marketing andproducts succeed if they werecustomer research hasoperations research and found abased on the voice of thefocused on cognitivehome. The problems werecustomer. But the VOC was moresimplicity.Priormodelsinteresting and I found I had a skillcraft than science. We set out toassumedthatconsumersset that was valuable.provide a scientific basis and amake sophisticatedsystematic set of methods. ManyMarkathon: How was yourof these methods are still in place.tradeoffs when choosingtransition from a student at MITListening tothe customeramong products. That isto a teacher at MIT? Whatcontinues to be critical to thetrue in many situations,inspired you to take up teachingdesign of successful products.but not all. Often,as a career option?However,therearenewespecially . Hauser: Upon graduatingprocessing applied to useroptions,consumersfrom MIT I went to teach atgenerated content is one newNorthwesternUniversityinfrontier. Adaptive questioning issimplify their decisionsEvanston Illinois. Although I had aanother. Both of these are madewith heuristic rules.jointappointmentinpossible by the confluence of theAlthough the rules aretransportation engineering andInternet, increased computingsimpler, the inferencemarketing, I found marketingpower, and advanced optimizationproblem is more difficult.problemsmoreinteresting.and statistical methods.We’vepublishedaboutaNorthwestern has a stronghalf-dozen papers onmarketing group with strengths inMarkathon: Your work hascognitively-simple rulesa variety of areas – managerial,contributed significantly towardsbehavioral, and quantitative. Itaking marketing beyond arts to aand the methods arelearned much and found newmore scientific approach. Can youdiffusing.problems. After earning tenure atshare some of the scientificNorthwestern, MIT made me anmethods you have seen being putoffer to return. Both are excellent schools. It was a hardto use in the corporate world successfully?10

Vartalaapmarkathon april 2012Mr. Hauser: We are currently working on applyingmorphing to a variety of problems. Morphing is theconcept that a website can change its look and feel oradvertising can be targeted dynamically based on thecognitive styles (and other decision variables) ofconsumers. We infer consumers’ cognitive styles fromtheir clickstream. In 2009 we published a paperprojecting a 20% sales lift from morphing a BT groupwebsite. A new paper tests banner morphing withdemonstrated lifts of approximately 100% on hightraffic websites. Morphing is still nascent. There aremany good, publishable papers still to be written.Markathon: We would be delighted to hear somethingabout your latest work in the field of Virtual Customer.Mr. Hauser: Much of my recent virtual customerresearch has focused on cognitive simplicity. Priormodels assumed that consumers make sophisticatedtradeoffs when choosing among products. That is truein many situations, but not all. Often, especially whenconfronted with many options, consumers simplify theirdecisions with heuristic rules. Although the rules aresimpler, the inference problem is more difficult. We’vepublished about a half-dozen papers on cognitivelysimple rules and the methods are diffusing.Markathon: Do you think Marketing Science has thepotential to form the basis for the next generationmarketing? How appropriate would it be to removethe whole lot of subjectivity that currently is a part ofMarketing as a field?Mr. Hauser: Marketing science, defined broadly, is theapplication of the scientific method to marketing.Marketing will always combine art with science, butscience has the potential to solve many importantproblems.Markathon: What would be your advice to ourmagazine readers, comprising of budding marketers?Mr. Hauser: There are lots of interesting problems outthere. Follow your interests.11

Cover story Global Design for Indian FashionMarkathonmarkathon April april 2012Global Design for IndianFashionPiyush Sowmya Monica12

Cover story Global Design for Indian FashionThe Indian fashion industry has carved a niche for itselfacross the world with its designers and the numerousfashion training institutes across the country. It’s alsogrowing at a very fast pace. According to a 2012Assocham report the Indian designer wear industry istouted to cross Rs 11,000 crore by 2020, with acompounded annual growth rate (CAGR) of about 40%.The domestic designer wear industry is currently valuedat about Rs 720 crore. Several reasons attribute to thisrise, such as higher disposable incomes, evolving senseof style, emergence of the mall culture, dressing anddeveloping fashion consciousness among urban Indians.History and StrengthsThemovementtowardsequal statusofwomenwas perhapsthe greatestinfluencerson the dress code in the early times. Because ofthis, we saw the emergence of a class of businessoriented women who made demands regardingtheir dresses.Pre-Independence India was a confusing time forfashion as it was a tempestuous period ofconflicting ideologies. It was the time when Indiawas trying to politically express the consciousness ofits national identity and the struggle forIndependence was gaining momentum. Thus, thefashion trends among the higher society (read theroyalty), was intensely influenced by the British, wherewestern clothes were treated as status symbols. Thenkicked in the idea of socialism, communism and fascismturning women’s fashion more and more feminine,eventually aligning to conservative ideology.After Independence, fashion had mainly become anexclusive enterprise and a pursuit of wealth. The lowersections of the society settled for mostly family,handmade or “stitched- at- home” garments. With time,large number of individual neighborhood tailors started,evolving into retail history and the success followed bymarkathon april 2012boutique selling. Today, garments are laser cut bycomputer and sourced from all around the world.Since thousands of years, India has witnessed a richheritage of textile with each region of the countryhaving its own unique attire and traditional couture.From the dazzling silhouettes of Gujarat to the ‘checksof madras’ utilized to make the universal ‘Lungi’ , fabricsfrom all over the country have found their own utility inalmost everything fabric can be associated with.The strength of India lies in the strong materialavailability throughout the country. We are one of thelargest producers of jute, second largest producer ofsilk, third largest producer of cotton and also among thetop in producing manmade fibers in the world. Thestandings don’t stop here. To add to the strengths, wehave a large chunk of cheap skilled labor easily availablein India. But then, what stops us from becoming afashion trailblazer is an important question to bescrutinized.Present ScenarioIndian fashiondesigners havebeen makingtheir mark intheinternationalarena receivingrave reviewsfrom the globalcommunity fortheir exceptional knowledge and sense of fashion. TheIndian Fashion industry has become a growing industrywith international events such as the India FashionWeek and annual shows by fashion designers being heldacross the major cities of the country. The industry islargely unorganized and functions in a “cottageindustry” style. Fashion designers such as Ritu Beri, RituKumar, Rohit Bal, Satya Paul, Rina Dhaka, Muzaffar Ali,Abraham and Thakore, JJ Valaya, Rocky S, TarunTahiliani and Manish Malhotra are some of the wellknown fashion designers in India. The implications ofthis unorganized set-up are twofold. Firstly, it meansthat there is a requirement of skilled craftsmen and13

Cover story Global Design for Indian Fashiontailors at the backend, and the number of pieces to beproduced is smaller in comparison to the west.India is slowly moving up the ladder of fashion valuechain besides countersigning the expansion of domesticas well as global brands. There are a large number ofprominent global fashion brands such as Louis Vuitton,Tommy Hilfiger, Espirit, Gucci, Nautica, Christian Dior,Chanel, FCUK, etc which are already present in India,while many other leading companies are planning toenter the nascent Indian market soon.FactorsmakingIndianFashion Industry lag behind:Dearth of established brands: In India,around 75% of the apparel market isunbranded and commoditized. Moreover,very few brands who enter the foreignmarkets survive, say Pantaloons to give anexample. When it comes to designer wear,the count is almost nil.Designer clothes far-fetched from normalwear: Indian consumers find the designerclothes barely appropriate to be wornnormally. Furthermore, the designers alsofail to please the demands andexpectations of the common man.Designer’s inability to raise finance: Since amajor part of the designers’ products constitute theirdesign talent and brand, it’s difficult to value theiryields in terms of money and hence they areincompetent to tap finances from organizedinstitutions.Budding designers do not get due credit: Most ofthe budding individuals have limitations of finance;hence they are normally bound to work under biggernames. This ultimately restricts the beginners to comeup to the forefront and display their talent.Fashion Literature in India: In India, we have around50 titles penned down by domestic writers on Indiantextile and handicraft techniques and hardly 10 booksand magazines on fashion, showing the big dearth ofliterature on this subject. Books by Ritu Kumarmarkathon april 2012“Costumes and Textiles of Royal India” and Abu Jani andSandeep Khosla’s “A celebration of Style” are some ofthe famous ones. However, the publishers areoptimistic and believe that the industry will growmanifolds in the coming few years due to media boomand improved visibility of foreign brands.Mindset of Models and DesignersSome people (especially the models associated withthe industry a since a long time) feel that the Indianfashion industry lacks professionalism and needs togo a long way

fashion” analyses the Indian fashion industry. The cover story examines the present scenario of the Indian Designer segment Industry through various examples. It identifies the various challenges faced and highlights the amount of untapped potential this industry has to provide for the fu

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