Mr Chiles is very excited about his new project. He will fly in from London every week to oversee work in the studio. He says, "The concept is an entirely new one in India. We will predict fashion statements, the kind of garments that could be in vogue, as well as create new designs. Because we'd be working months in advance, we will predict fashion that will hot up the Indian market 18 months later."

Does he think the Indian market will take to such predictions? With a smile lighting up his grey-blue eyes, Mr Chiles says, "See, every market takes to fashion in a different manner. The Indian market has its own pace and style. We have to give the customers more choice, give them greater options. Then they will tell us how exactly they take that style."

Mr Chiles is not new to India, having worked in Bangalore for two years as head of design at Madura Garments, where he was responsible for setting up a dedicated design studio, and handling brands such as Van Heusen, Louis Philippe, Peter England and Byford. He was also a key member of the senior management cell of Madura Garments.

Mr Chiles is currently based in London and operates as an international consultant through his company, Fatpro.com. Coming back to the Grasim design studio, he tells you, "The studio will be the focal point of design philosophy, forecasting the latest fashion trends for the country." The focal point, he further adds, is the target of producing over 7,000 new designs every year. The main objectives of the studio are yarn and fabric colour developments, fashion forecast, development of fabric using the latest CAD systems, development of collections based on the latest trends as well as visual merchandising.

"It's hard work ahead, I know, but it's also very challenging," he says. The Grasim studio, he tells you, is going to start with work on the Spring Summer Collection for 2001 and hopes to come out with a full-fledged Summer Spring Collection for 2002.