Vijay Mallya is the new patron of fashion and is using his beer brand Kingfisher to achieve the purpose.
After rolling out Kingfisher designer label apparel range and the Kingfisher Storm sports car, Mallya now wants to brand the annual fashion bash, the Fashion Week, as Kingfisher Fashion Week.
Fashion Week was sponsored by Lakme this year which had a three-year contract to sponsor the event.
Since this contract got over this year, Mallya has been actively trying to bag the sponsorship of the biggest fashion event in the country.
He was already the associate sponsor for the event but getting the sponsorship is not going to be easy.
Bagging the sponsorship for the mega event may not be a cakewalk for Mallya. Compared to only two companies in the fray three years back when the Lakme deal was signed, there are eight companies who want to extend their brand suppport to the Fashion event.
These eight companies, according to sources in IMG, which is the company behind the event, are from all walks of life. Industry sources claim that Sahara group is also in the fray.
But what makes Mallya stand out apart from the rest is that he
