But change is in the air. While a Hrithik Roshan donning a Priknit cardigan is still a distance away, some companies have started approaching the lesser luminaries of tinsel town. Rave has roped in Dia Mirza for promoting its range. Monte Carlo will have Miss India Neha Kapoor as a brand ambassador.
Says Balbir Kumar of the Octave Group: “We have used foreign models for our products so far, but are now contemplating a shift. I think it is better to have an Indian face for an Indian product.” Desi faces for desi products, perhaps that will soon be Ludhiana’s mantra.
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