COVER STORY

ASMITA MARWAH DESIGNER

What started as a hobby turned into a passion. Asmita Marwah launched her fashion label in 2003 and created ripples with her debut on the national runway at Lakme Fashion Week 2008. Her kalamkari work on western silhouettes was especially appreciated.Many see the stylish designer as an ambassador for her brand. But a few things do irk her: ?Labour often gets laidback and it is a problem during production." She thinks that fashion weeks do a world of good to designers who wish to build their brands but wonders if these events bring in as much business from buyers in cities like Chennai and Bangalore. She says, ?Designers are definitely promoted in these ramps but we need real buyers and media coverage."

FILM FASHION

Asmita had her share of meaty projects when she styled stars in hit films like Santhosham and Manmadhudu. Her show at Lakme Fashion Week saw tinsel town stars Venkatesh and Nagarjuna come down to have a dekko at her work.Here is what she has to say to aspiring entrepreneurs, ?You must have a game plan in place. Though I don?t plan much, I have an idea of where I want to head, that?s important. Also, the field is not just about glamour, there is a lot of sweat and blood. One cannot survive minus a passion for work." At the end of the day, she admits that she sees herself more as a dreamer and an artist than a businesswoman.