Experts say the trend will gain momentum as more and more Indian brands will try to look and sound foreign to make the most of rising aspirations of foreign-label. Take Da Milano for example, a high-end leather accessory label it presents itself as an Italian brand. Similarly, Franco Leone the Delhi-based premium footwear brand too bears an Italian name. Vikram Bhamri, Director of Franco Leone points out that his father had bought the brand from two Italian designers called Franco and Leone. Hence, the brand was named Franco Leone. He also said that keeping names which sounds international makes a lot of sense. It gives the business a boost. According to him, it is the Indian mindset that plays a major role. In India, people love and easily accept European and American fashion because it is aspirational. Franco Leone has Bollywood star Ranbir Kapoor as its brand ambassador.
Veteran adman Piyush Pandey thinks that a foreign brand can be a double-edged sword. If it doesn’t deliver its promise, it is doomed to bomb. He says that consumers cannot be fooled as they are not stupid. If one claims to be an Italian brand and doesn’t deliver the Italian quality, consumers won’t buy it. Pandey points out that there are international brands with Indian names too. But, only names cannot be sold, it is the quality that matters. Just by labeling brand with foreign names, Indian brands will not become a foreign brand and vice-versa. For example, French jewelry house Boucheron that has a perfume exotically branded Jaipur. Calling it Jaipur doesn’t make it an Indian brand, he said.