MUMBAI: Femina Miss India has roped in Future Group's flagship brand and retail venture Pantaloons, as the title sponsor for the 44th Femina Miss India Pageant. The deal extends for a period of three years, thus the event will henceforth be titled 'Pantaloons Femina Miss India.'

The previous year, Pantaloons was the associate sponsor for the event, while Ponds was the title sponsor.
Pantaloon Retail (India) Limited managing director Kishore Biyani said, "The new Indian woman is conscious of her image, her fashion, as well as her abilities, and is playing a larger role in the society today. We feel that both Pantaloons and Femina are both, strong brands, catering to the needs and aspirations of this woman. Pantaloons, has therefore decided to be associated with the Femina Miss India pageant."

Bennett Coleman & Co. Ltd. managing director Vineet Jain said, "Over the years Femina Miss India has been the platform for Indian beauties to enter the world of fashion and glamour. We are delighted to enter the 44th year of Femina Miss India in partnership with Pantaloons. We are sure that this association will take the pageant to newer heights."

Pantaloon Retail (India) Limited president marketing Sanjeev Agrawal said, "As Pantaloons stands for fresh fashion and Femina Miss India promotes fresh talent, our association is just the right fit. Together Pantaloons & Femina Miss India will groom fresh faces of India, who will take on the world."

With a 44 year old legacy and since it first began, the Femina Miss India pageant has changed considerably. The focus has shifted from finding the prettiest face in the country to finding a set of women having the level of finesse and class required to compete internationally.