MUMBAI — Amazon India has stepped in as the official title sponsor for another major fashion event, India Couture Week.

The week will open for its sixth season on July 29 and run for five days at the Taj Palace hotel in New Delhi.

A large part of couture in India caters to the huge wedding market, which has long provided the main livelihood for designers.

“We want to work across the fashion spectrum,” Vikram Raizada, director of category management at Amazon India, told WWD, explaining that the e-tailer is extending its association with the Fashion Design Council of India (FDCI) with the sponsorship.

“The association will also help extend the fashion segment further across the 19,000 pin [zip] codes that Amazon reaches across the country,” he said.

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“This is in line with our vision of transforming the way India sells and shops for fashion online,” Vikas Purohit, head of Amazon Fashion in India.

Amazon India stepped into the fashion limelight as title sponsor of India Fashion Week in March.

India Fashion Week, held twice yearly in New Delhi, is organized by the FDCI, which is the apex body of fashion in India.

Amazon India is among the nation’s top five e-tailers and works on a marketplace model — which means primarily working as a platform to connect buyers with sellers. Foreign direct investment in the e-tail space is not allowed.

India Couture Week will begin with a show by Sabyasachi Mukherjee, one of India’s premier designers, who is collaborating with French designer Christian Louboutin for the show. Louboutin is expected to attend the event.

Senior designers have slowly been pulling out of the two major fashion weeks held in India — India Fashion Week, which is in New Delhi, and Lakme Fashion Week, which is held twice a year in Mumbai. Designers have been shifting over to show at India Couture Week, where more elaborate and fantastic designs have a more ready platform.

Talking about his show next week, designer Rohit Bal said that he was staying away from the usual film stars, and said that his show would be a “very intimate, haute couture kind of salon show. There’s no sex, no ramp, no stage — it’s just about the clothes,” he said.

“The beauty of the collection is about hunting scenes, with lots of animals and birds — predominantly animals, lots of tigers and leopards. It’s all embroidered, printed,” he said.

Designer Anju Modi, who opened her 2,000-square-foot flagship in New Delhi on Thursday — her third store in the city — said that she would do a smaller media preview associated with the event. Woolmark prize winner Rahul Mishra will also show at the event, while the drama of Bollywood will come in with Mumbai-based Manish Malhotra, who is a favorite with film stars. Aishwarya Rai, who is a former Miss World, a face for L’Oréal Paris and a popular actress, will walk the runway for him, returning to the catwalk after a gap of five years.

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