‘Live Natural’ with Himalayan at the Lakme Fashion Week Winter/Festive 2014

Harsh K. Rai, CEO & Managing Director, NourishCo Beverages Limited, India along with designer Manish Malhotra and Purnima Lamba of Lakme.

Untouched, Unprocessed, Crafted by Nature…Himalayan, the natural mineral water brand, brings a truly ethereal experience at the Lakme Fashion Week this year.

Through an association with renowned designers Shantanu and Nikhil and Brinda Miller one of the most celebrated artists in the country, Himalayan will present a stunning collection and a customized art piece respectively, at Lakmé Fashion Week Winter/Festive 2014 scheduled for August 2014.

A symphony of design and nature, suffused with pristine colors, Shantanu & Nikhil’s ‘Live Natural Couture’ collection for the brand, is an ode to nature & the Himalayas. The brand positioning finds resonance with the sensibilities of the latest collection by Shantanu & Nikhil- a collection inspired by the beauty, grace and elegance of the majestic Himalayas. Using primarily fluid fabrics, like chiffons, georgettes and organza, it functions as a platform to showcase Himalayan as a premium product offering natural goodness to its consumers.

In quintessential Shantanu & Nikhil fashion, this connect has been captured aesthetically through soft contours of the body in the form of clothing construction, pastel colors, visual layering and striking headgears.

Harsh K. Rai, CEO & Managing Director, NourishCo Beverages Limited, India said about this collaboration, “Following the success of our association with the Lakme Fashion Week in the past, we have elevated this partnership by tying up with not just designers but also with an acclaimed artist. The brand positioning of Himalayan’s ‘Live Natural Couture’ found immediate resonance with sensibilities of this latest collection by Shantanu Nikhil. The collection has been inspired by the beauty, fluidity, and grace of water and the purity of the majestic Himalayas.

Shantanu & Nikhil said, “We are extremely excited about tying up with a brand that so closely matches the values we have tried to showcase through our collection- timeless, natural and distinctive. Promoting natural fabrics and designs inspired by nature, through the collection we will present a story - a whimsical tale of Himalayan pure water and the tranquil charm and beautiful colors inspired by the Himalayan range.”

Brinda Miller has been instrumental in reinventing and rediscovering contemporary art in India. As an Executive Committee member of the Kala Ghoda foundation and as the Honorary Chairperson of The Artists’ Centre, Mumbai, Brinda is known to be a promoter of the modern artistic realm.

For the Lakme Fashion Week, Brinda is creating a customised work of art inspired by the beauty of the Himalayas.

Talking about the association with Himalayan Brinda says, "The Himalayan range spanning thousands of miles holds within itself a complex, interconnected natural world that has continued to inspire and amaze the human race. I'm pleased to partner with a brand like Himalayan which is known for its pure, fresh and untouched water bottled right at source. The serenity and the purity of the water flowing down from the magnificent mountains is the inspiration for this particular work of art that I've created for Lakme Fashion Week."

Lakmé Fashion Week is scheduled to take place from 20th – 24th August 2014 at Palladium Hotel, Mumbai.

About NourishCo:

A joint venture between Tata Global Beverages Limited and PepsiCo India Holdings Private Limited, NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world. NourishCo will be keenly focused on enhancing the hydration category in India. The portfolio includes 3 Products which straddle the Top & Bottom End of the Pyramid in the Beverages space:

Tata Gluco Plus, a glucose based beverage for providing Instant energy in an affordable cup format, Himalayan Natural Mineral Water, pristine source water and Tata Water Plus, Nutrient Water, an innovative product that seeks to provide essential micronutrients. The group has built an expansive pipeline of innovations that will be used to fuel growth and create newer hydration solutions.

The 50:50 JV was formed in 2010 through a joint venture agreement between Tata and PepsiCo India. NourishCo has a vision for growth and has tremendous potential with ‘good for you’ products. For more information please visit www.nourishco.com