India, Inc. takes a walk on the ramp

NEW DELHI: Call it fashion fraternity’s new found bonhomie with India Inc. Marketers are increasingly leaning on the homegrown designers in business association which few knew ever existed. While the companies’ own R&D units churn out routine new products, many want to make an exclusive statement for their brands by getting designers to help create special range and signature lines.

Latest to jump on to the bandwagon is, Bombay Dyeing which has roped in Sabyasachi Mukherjee to design a new home line for the textile major. Similarly, Nokia has signed on Ashish Soni to create a line for its Sirrocco series of cellphones.

"With the upcoming Nokia Sirocco collection lined up for release, we couldn't think of a better way to build the anticipation around the launch. The luxury phones from this collection were given the right credentials by Soni,” says Devender Kishore, marketing director, Nokia. Nokia plans to have more such associations with fashion designers since the company says, “it connects very well with the youth.”

Early on, Reebok India got Manish Arora to create a women’s partywear collection and Rohit Bal stepped in to help Titan watches create a range of gold watches inspired by romantic mughal era, Nebula Rohit Bal collection. The latter comes with a lifetime of warranty and is made of 18 carat gold. Reebok is working on the second edition of the Fish Fry collection now.

Conversely, fashion designer, Jatin Kocchar used the Pidilite’s Fevicryl 3D outliners for his collection at the Fashion Week in an exclusive tie-up with the company.

“Fashion is increasingly getting etched on the pysche of the urban consumers and our association with Jatin Kocchar was to cater to target this fashion conscious consumer,” says Sanjay Panigrahi, chief sales & marketing, Pidilite.

“We found a good market in the fashion design market and we are looking at more significant tie-ups in the future for different products.” Marketers and analysts believe such company-fashion associations are increasing.

“It’s a win-win situation for both. While a marketer gets to address an expanding base of consumers who look for designer products, designers themselves get a broadbase audience for their creation rather than get restricted to 40-50 pieces,” says Arun Bhawsingka, head-domestic business, Bombay Dyeing.

The bed & bath major’s new collection, known as Bombay Dyeing Sabyasachi Signature Line, will be showcased at the coming New York Fashion Week.

Fashion today cuts across borders and is the language that pulls people together. Recognising the growth potential of this modern day obsession, companies are tapping into designers’ talent. While the trend is worldwide, India is no different. Little wonder then, Motorola’s Dolce & Gabbana designed Motorazr range has been launched in India amidst much fanfare.