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SHANTANU AND NIKHIL

india Updated: Aug 31, 2006 13:11 IST

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Shantanu Mehra believes that Indian fashion has all the necessary ingredients of unparalleled creativity, vast variety of fabrics, a treasure of kashidkari to prosper into a huge industry but what it lacks is professionalism and a technical approach that is involved in transforming a business into an industry. Shantanu always nurtured the dream of making "Shantanu & Nikhil" one of the leading fashion houses of the country.

Shantanu, with his brother Nikhil Mehra, a product of FIDM (Fashion Institute of Design & Merchandising) Los Angeles, decided to pool in their entrepreneurial & designing skills to venture into the business of fashion. Hence, the birth of 'Shantanu & Nikhil' as a label in 1999.

Shantanu takes care of the business development and the management aspect of the company. However, he has evolved as a creative person over the time and now is also actively involved in the designing aspect of "Shantanu & Nikhil".

Shantanu introduced the Indian couture men's wear as a full fledged product line in the year 1999 and looks after designing and styling for this particular line.

Shantanu & Nikhil's design aesthetic is anything but coy: they are masters of elegance and sophistication. The designers focus on tastefully body conscious silhouettes through simple yet sophisticated designs, such as the luxurious jersey rouged tops and dresses, has made them a favorite throughout the country. Shantanu & Nikhil's way with the sporty jackets and shirts for Indian cricketers and tennis players has become emblematic of their love of chic sportswear dressing.

This characteristically Indian aesthetic of "Shantanu & Nikhil" - electric colors, rich & sensuous fabrics, and easy-fitting silhouettes - has made it ubiquitous in the world of celebrity with some of the leading Indian socialites, Sports personalities (like Zaheer Khan, Irfan Pathan, & Leander Peas) and Bollywood stars (like Mr. Amitabh Bachchan, Shweta Shetty , Isha Shravani & Manoj Bajpai) being lead purveyors of their style.

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