United colours of Luciano Benetton

United colours of Luciano Benetton
PRIYA KAPOOR

NEW DELHI, NOVEMBER 28: Here's a teaser: The name begins with B, has international value, is classy and a hit sans borders. Naah, it's not our lone superstar but another Big B -- Luciano Benetton, president of the Benetton Group. It was this head honcho who hit the cold streets of Delhi for a two-day visit that ended today. His purpose: To develop business in India while enquiring and examining market trends and demands.

Although the sprightly 65-year-old hopes to take his eponymous brand to greater heights in India, he has a soft corner for Indian clothing. Communicating through a translator he said, ``I respect culture and India has lots of it. Personally, I'd love to see Indians with a traditional look using ethnic clothing. However, in the West the emphasis is on practicality -- whether its easy-to-wear, wash and maintain -- something we have to convince Indians about.''

Benetton was founded 35 years ago by Luciano, his two brothers Gilberto and Carlo and their sister Giuliana. Today the company is present in 120 countries and a rage. Something Luciano attributes to ``the ability to change and the capability to cater to many diverse markets''.

He feels that ``clothes are also used by people to communicate to others, therefore it is important to make the best choice for yourself''. As for his choice, it is the casual jeans and pullover, preferably lambswool and made by -- who else, Benetton. He likes classic colours with blue being a favourite.

Benetton may be doing extremely well in India today, but things were different when Luciano's family first brought the company here. ``We were taking a risk as regards the consumer's wants and expectations. But then there is risk involved in any business. Without risk there is no satisfaction,'' Luciano says.

On his way to Japan to open two mega stores in Tokyo and Kobe, Luciano hopes to open similar stores in India also. ``The country is very interesting both industrially and commercially. There are so many people and so much potential. As the country evolves, we want to grow with it and create job opportunities... and become even bigger.''

Luciano's passion is travelling and being exposed to different cultures. The highlight of his second trip to India (he first came eight years ago) was a visit to Umaid Bhavan because of its architecture and old romance.

Benetton is a modest, and also curious, man. ``I want to learn more. I think about the future, how people behave, why I am here in this world. Just the questions everyone asks themselves.'' When asked what his most fervent wish is, he says mischievously, ``To be tall and blonde.'' But he quickly adds, ``Actually, it is to be healthy because then you can do anything.''

Judging from the way he looks, his wish already seems to have been granted.