MUMBAI: Diamond brand, Gitanjali group is the associate sponsor for Lakme Fashion Week which will showcase the work of 43 fashion designers. The event will be held in Mumbai's National Centre for the Performing Arts (NCPA) from 27 to 31 March.

Speaking on the association Lakme Lever VP Anil Chopra said, "As an event, the LFW has now grown into a sponsor's dream. The association of Gitanjali Jewellery Extravaganza proves that world of fashion has moved beyond the multi billion clothing industry and into the wider world of consumer products like jewellery and accessories.

Every season we aim to deepen our associations with the sponsors and provide them a platform to capture consumer mind space through the fashion week. We see our sponsors as desirable partners and seek to make concerted attempts to facilitate greater connect between the sponsors and their target audience."

Gitanjali Jewelry Extravaganza will sponsor the inaugural show at LFW on 27 March. The entire collection will focus around the brand personality of Gitanjali Jewellery.

Gitanjali Jewellery chairman Mehul Choksi said, "This is the first season for Gitanjali's association with Lakme Fashion Week. Jewellery is turning more pr?t and Gitanjali's brands like D'Damas, Asmi, Sangini, Nakshatra, Desire are extremely popular with the masstige audience. Lakme Fashion Week is a strong brand and we plan to leverage the same."

Pleased with this association, IMG MD Balu Nayar expressed, "Over the last two seasons we have learnt who, and what to invest in, in terms of who to bring to the event. We are delighted that Gitanjali Jewelry has chosen to begin their relationship with LFW. The sponsors are from diverse sectors, but share the common position of being fashionable consumer choices.