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Indian, internationally
A Ganjam creation.
MADAME TUSSAUD'S, London, is not the kind of place where one imagines people moving, let alone modelling for jewellery. But the organisers of the fashion event showcasing a collection of jewellery by Ganjam made this feat possible. And beyond doubt, the display of an exclusive range of jewellery by Ganjam, along with Satya Paul's haute couture, amidst wax replicas of the likes of Jennifer Lopez made for some world-class fashion.
Talking of an event of this sort, one cannot deny that there are certain stereotypical expectations the West has from an Indian product, of being very ethnic. Shreedevi Deshpande Puri, Ganjam's design consultant, just back from London, admits as much, but feels that an "emphasis on design" and on creating a product that "matches the international standards of quality and service" alone will ensure the rejection of such stereotypes. "We do not believe our jewellery is ethnic; our jewellery is contemporary classic," she adds. As for strategies to counter competition, she says the brand is "not competing with other competitors to sell."
This approach has worked positively for a brand that has catered to customers since it was established in 1889, in India and abroad. Over the years Ganjam has collaborated with various international designers, and participated in events across the globe from Japan to New York to Milan.
Supermodels Madhu Sapre and Sheetal Mallar andformer Miss Indias Nikita Anand and Shonal Rawat were among the models that walked the ramp at the recent show. The event at Madame Tussaud's has once again proven that an Indian brand with a "unique identity in all its products" can have a truly international appeal, and move beyond the stereotypical expectations of the Western market.
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