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MANAGING LOOKS: Petra, finalist at the Elite Model Look 2002, represented by Elite Model Management, at a press conference in the Capital on Wednesday.

NEW DELHI, March 26

CINDY Crawford, Claudia Schiffer, Naomi Campbell... Elite Model Management India, the exclusive franchisee of the $100-million model management agency, Elite Model Management, is now nursing ambitions of adding an Indian to that list of leading ladies from the international modelling world.

Elite Model Management India, which has set up shop in India, is hoping to take professionalism in modelling to a "whole new set of standards", Mr Ajay Puri, the company's Indian Director, told reporters here on Wednesday.

"The idea is to groom and expose Indian models to the best of international expertise. The country has so much talent, but very often it is not channelised in the right direction for lack of professional facilities," Mr Puri said.

In India, the company proposes to venture into four areas of operations: Guiding, training and grooming aspirant models; setting up a modelling school comprising a faculty of professionals associated with the fashion and arts world such as Dr Blossom Kochhar and Ashley Lobo; retailing Elite branded products which currently contribute $39 million to the company's revenues; and hosting the Elite `Look of the Year' contest.

Aspiring models enrolling at the Elite school of Modelling will be given a certificate on completion of a 10-week training programme, which will comprise 100 hours of classroom and practical training.

Worldwide, Elite represents over 750 models across 48 countries.

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