Bollywood stars and cricketers have snapped up their endorsements but today, with a fashion show explosion, leggy lookers are tapping other avenues to rake in the big bucks
Bollywood stars and cricketers have snapped up their endorsements but today, with a fashion show explosion, leggy lookers are tapping other avenues to rake in the big bucks
ADVERTISEMENT
The new Richie Rich names in the country are the fashion models raking in mega bucks now that the business is hitting big time. Fashion shows are held for every product under the sun, from clothes and cars, to planes, trains, liquor, jewellery, consumer products and even celebrations like after cricket parties. The ramp model rates have shot through the roof making the lean clothes horses the nouveau rich and the biggest buyers of luxury goods in the market because they can afford them. In 1964, payment for a ramp model per show was a measly Rs 5-10. In 2011, the figures are hitting the stratosphere with payments for a show being Rs 45,000-50,000.
How it began
The modelling profession that started in the early '60s was a great fun filled world ruled by a handful of pretty girls who worked for the love of the profession, strutting down the ramp for peanuts like Rs 5. They held safe 9-5 jobs to keep the home fires burning and hailed from the Parsi and Anglo-Indian communities. Choreographers doubled up as designers and fashion shows featured the latest fabrics created by top mills in India like Mafatlal, Morarjee, Khatau, Bombay Dyeing, Simplex, Tata Textiles and Binny. The reigning ramp queens were Pamela King, Shirley Kennedy, Erica Lal, Laila Mehta, Parveez Rustomjee (now Agarwal), Zarine Katrak (wife of actor Sanjay Khan), Iona Pinto Vaz (runner up of Miss international contest in 1957) and Katayun Baxter. 
Head for figures:u00a0At a recent Fashion Week. The plethora of Fashion
Weeks means plenty of moolah for ramp walkers
Soon, the profession moved into second gear in the mid-60s with names like the late Persis Khambatta, Caroline King, Shobha Rajyadhaksha (now De), Marcel and Lise Jones, Sheila Jones, Salome Aaron and the Statuesque late Phyllis Anjali Mendes (Pierre Cardin's Muse).
The 70s and 80s had names like Anita Reddy, Veena Prakash, and the Bredmeyer trio -- Indira, Anna and Ulrika who scorched the catwalk. With the advent of Indian high fashion designers from 1987 when Ensemble opened the first fashion store in India; the profile of the Indian fashion model changed from the pretty curvaceous Indian beauty to tall, slinky Amazons like Nayanika Chatterjee, Madhu Sapre, Shyamoli Varma, Achala Sachdev, Marielou Philips, Svetlana Casper and Mehr Jessia.u00a0As the height of the model increased from 5'8" and above, their measurements decreased and the payments jumped up by several zeros. 
Berlin to bambai:u00a0Sheela Tiruchi
After the arc lights
Lubna Adam, now a successful choreographer and model trainer glided down the ramp for top designers from 1983-91 and featured in ad campaigns for Vimal, Raymond and Kodak. "When I started, I was paid Rs 250 per show and when I left, the rate was Rs 10,000," remembers Lubna.
Achala Sachdev, a ramp star from 1990-2000 and is now a much in demand choreographer; was paid Rs 15,000 per show. She also bagged campaigns for Nelco, Flying Machine and Sheetal. "There was a time when I appeared on the covers of 12 different magazines in a year," states Achala, winner of the Navy Queen Contest and former Pan Am air-hostess. But Achala also dabbled with TV as VJ for Music Asia, acted in the film Kamasutra and had planned to take up choreography after hanging up her stilettoes.
A big money spinner
Now, beauty and model contests are churning out well-trained groomed statuesque beauties, who are flooding the Indian modelling scene. Adding to the glut of the pretty faces is the influx of Non Resident Indian (NRI) charmers who want to rake in the moolah in the modelling world. Giving the local girls stiff competition are the East European imports, who are flocking to India since the fashion scene is exploding.
In the '60s, '70s, and '80s models could hardly live on their modelling assignments earnings but since the advent of Fashion Weeks in 2000, which have now mushroomed all over India and around the world and with the burgeoning designer business; models are making a lot of hay while the sun shines.u00a0"Models are doing very well as there is a lot of money and the number of shows have increased. The top names in the business are charging Rs 45,000-50,000 per show. Now there is a distinct group that walks the ramp and those who have pretty faces but are short, go for ad campaigns. Unlike in the past, ramp models do not appear for too many commercials as these are also now cornered by Bollywood stars and cricketers but there are other options like endorsements, product launches and TV where they make money," informs Achala who budgets her shows with models ranging from Rs 8,000-40,000.
Ramp strs
The top names in the business today like Candice Pinto, Carol Gracias, Sonal Rawat, Kavita Karaiyat, Binal and Pia Trivedi, Joey Mathews, Sanae Sheikh, Himadri, Rachel have a full appointment book for the year.
Anchal Kumar, winner of the Gladrags Mega Model contest in 1999 started actively modelling in 2002 and hasn't had a free day as she is in the top rung of models. "I have been busy every day for the last four years," she states. The foreign influx or Bollywood competition does not worry Anchal. "The audience is smart. They don't buy products because a star is endorsing them. Foreign models may have good bodies but Indian models are needed for ethnic wear. At times organisers spoil the market by taking inexperienced foreigners and put them on the ramp to save money," adds Anchal.
"The ramp and ads took me to a certain audience but TV took me to the masses, and brought me brand endorsements like Gillette, Fair Glow, Bausch and Lomb and I'm now open to TV reality shows or anchoring," says Anchal, who is not keen on Bollywood.
Sucheta Sharma, another much in demand model for the ramp, started in 2004 and although sister Urvashi is a Bollywood star has not moved onto the big screen as she is very choosy. This 5'9" 34"-24"-36" mannequin admits that while the going is good, things are fine, but during the lean months, it could get difficult when she just sits at home. "I don't want to compromise on the quality of work I do. I like to work with the best," she says.
Learning: Reha Sukheja
Keen Competition
The competition is very keen as Lubna says, "Models are making big money now and the smart ones are branching out into TV, movies, etcetera. Of course, new ones will work free just to get noticed. But many senior models are out pricing themselves from the market. The foreign models are not expensive, are very professional have good figures, don't have tantrums and the market here is bigger so many outsiders come in. But there are no super models now and if the top models let themselves go, there are a dozen girls waiting to replace them."
Super model Linda Evangelista is believed to have once stated that she does not get out of bed unless she is paid US $10,000 (Rs 444,749.98) per day. Some of the Indian models are apparently trying to emulate her but at times many ask if they are worth the money paid, since dirty elbows and grazed knees are glaring grooming errors and listless aged faces don't complement the garments.
Sach is lifeu00a0: Achala Sachdev
The newcomers
So how has life been for the new entrants who have left their homes with stars in their eyes to become ramp queens? Reha Sukheja, the 6'1" 34"-28"-36" first runner-up of the Miss Universe India 2010 contest organised by Sushmita Sen; is a Hyderabad girl who moved to Mumbai and did her first show in October 2010 for the Aamby Valley Bridal Week. After that things have been looking up with catwalking for Neeta Lulla, Manish Malhotra and Lakm ufffd Fashion Week 2011. Giving her second year BA exam, Reha is concentrating on modelling for the future. "I had to practise how to walk in heels since I am very tall. Lubna Adam has been my mentor. I am now working with the best models and learning a lot," admits Reha.
Anjum Fakih from Saudi Arabia left the safe confines of her home with her parents forsaking her financially and emotionally; to try her luck in the glamour world. She started modelling in January 2010 and has got an impressive CV with shows for Schwarzkopf, Nishka Lulla, etcetera . Anjum has done cameos for various TV shows. Her life has been a lot harder financially, as she is sharing an apartment with three models and spending Rs 22,000 per month on home expenses.
"It has been hard. There were times when I went hungry for three days and lived on just water. I have to make 45,000 a month to live. I've done five assignments in April but it depends on luck. I go for auditions daily. The competition is very keen," bemoans the 34"-26"-34" towering 5'11" beauty who didn't make it at the Lakm ufffd Fashion Week auditions in March 2011 but did not lose heart.
Sheela Tiruchi is no newcomer to the fashion world, having ramp walked since the age of 15 in Europe. This Berlineru00a0 decided to try her luck in Mumbai four months ago. She contacted agencies and co-ordinators and has been lucky to land shows during the Lakm ufffd and Goa Fashion Weeks, SNDT show, as well as ramped for Tarun Tahiliani and Vikram Phadnis shows. Her future assignments include the L'Oreal Tour shows, Pune shows, editorial spreads and promos for Star Plus.
This 5'11" stunner measures 34"-26"-34" and is in the five-figure bracket for shows and prefers to model in Mumbai than Europe. "In Berlin, I was a Bollywood style dance instructor and now my aim is to act in Bollywood movies." In spite of some tough times the newbies are doing well as Achala adds, "The lowest rate is Rs 8,000 per show for a newcomer and if they do five shows a month, it is good money. Many hike their prices after a couple of shows and a few catalogue shoots so there is a lot of money in the profession."
(Meher Castelino is a well-known fashion consultant and writer)
Celebrity branding
Amitabh Bachchan
Luxor Writing Instruments announced that Bollywood superstar Amitabh Bachchan would be the face of Parker in India. The announcement was made on Wednesday, June 15.u00a0 JustDial, India's No.1 local search engine, has also roped in Bachchan as their official brand ambassador.
Sonakshi Sinha
Actress Sonakshi Sinha will be endorsing D'Damas diamond jewellery brand. The announcement was made in May this year. According to media reports, she has replaced Preity Zinta as the brand ambassador of the jewellery brand D'Damas. The actress is also associated with brands like Dyna Soap, Colgate toothpaste and Provogue's women wear line where she is seen endorsing the products.
u00a0
Malaika Arora Khan
Riding on the success of the hugely popular item number 'Munni Badnaam Hui' from the film 'Dabangg', Kolkata-based FMCG company Emami said it had roped in Malaika Arora Khan as the brand ambassador for its pain reliever brand-- Zandu balm. According to various reports, Emami has signed up a deal with Malaika for two years and has paid the actress around Rs one crore for endorsing the brand.
MS Dhoni
Kolkata-based consumer goods firm Emami Ltd said it has appointed Indian cricketer Mahendra Singh Dhoni as the brand ambassador for its digestive tonic --Zandu Pancharishta. The Indian team's captain along with Bollywood actor Preity Zinta already endorses Emami''s edible oil brand ''Healthy and Tasty''. Riding on his popularity, Dhoni has signed up endorsement deals with Sony, Maxx Mobile and the UB Group. He is the face of around 25 brands and charges over Rs 6 crore per endorsement, according to industry estimates. The pack of brands endorsed by Dhoni includes Reebok, Aircel, Godrej and TVS Motor.
Virat Kohli
TVS Motor Company has roped in Indian cricketer Virat Kohli as brand ambassador for its Sport range of motorcycles. The announcement was made in March this year.u00a0 Kohli is also the face of fashion brand Fastrack
--Agencies
Subscribe today by clicking the link and stay updated with the latest news!" Click here!
