They are the unofficial emissaries of international brands looking to expand the clientele. The shared benefits are as glamorous as they are subtle

Delhi socialite Tanisha Mohan can’t help smiling when talking about her last birthday party thrown by Louis Vuitton. The international luxury brand decided on a swish venue for a swinging December bash and organised every little detail. All Mohan had to do was call her friends over. The guests were overwhelmed by the arrangements as well as by the strategically displayed LV merchandise — and many of Mohan’s friends ended up picking up a piece or two. The good times did not end there: the brand gifted Mohan a beautiful black LV clutch. “It was fabulous. My birthday falls just ahead of Christmas, so the mood’s anyhow celebratory at that time of the year. People don’t mind splurging or having a good time. Everything went off beautifully,” says Mohan.

Mohan is part of a growing tribe of socialites and celebrities who, as dedicated customers, are being recognised by brands as key to their expanding business in the country. Different from brand ambassadors who establish the image of the label, this select group of patrons with an obviously high purchasing power is unofficially roped in to reach out to a wider client base, mainly their friends and peers. Known as friends of the brand, they host events, invite their friends for a dekko of the latest collections and ensure that there is a general buzz around these dos, and some amount of sales. In return, the patrons are rewarded with merchandise from the latest collections, or even limited-edition pieces.

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