The Blenders Pride Fashion Tour concluded its 2025 edition in Kolkata, positioning Indian craftsmanship as a scalable luxury proposition while exploring technology-driven fashion experiences across three cities: Gurugram, Jaipur and Kolkata.
Pernod Ricard India, the tour’s organiser, used the platform to reinforce its premium portfolio positioning in the Indian alcoholic beverages market. “Blenders Pride Fashion Tour has always been at the forefront of shaping fashion and cultural conversations,” said Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India. The company’s whisky brands are currently exported to over 28 countries globally.
The Gurugram edition on November 17 featured designers Falguni and Shane Peacock, with showstoppers Tamannaah Bhatia and Shahid Kapoor, incorporating AI-driven projections, motion-sensing visuals and holographic technology. The Jaipur leg on December 8 presented motorsport-inspired collections by designers Namrata Joshipura and Abhishek Paatni, with Harnaaz Sandhu and rapper Raftaar, transforming the runway into a high-speed circuit format.
The Kolkata finale, held against the Howrah Bridge backdrop on the Hooghly River, showcased designer Anamika Khanna’s AK | OK collection with actor Ishaan Khatter. The show took place on a barge venue, featuring experimental interpretations of traditional Indian craft techniques, including zardozi, chikankari and mirror work.
Speaking on craft scalability, Khanna said, “There’s a certain kind of craft which is scalable, which can reach the rest of the world in any numbers. And then there is one side which is so precious that you don’t even want to scale it.” She added that the challenge lies in finding balance, preserving craft without allowing it to become obsolete.
The designer addressed structural barriers facing Indian fashion in global markets. “For the longest time, India has been separated from the rest of the world in terms of fashion. We have our own way of dressing up, we have our own lifestyle,” Khanna explained. She noted that infrastructure development is underway with corporate involvement, though “it’s a slow process.”
All three editions were executed in collaboration with the Fashion Design Council of India (FDCI). “FDCI was delighted to collaborate with Blenders Pride Fashion Tour, uniting two powerhouses of fashion to shape its future,” said Sunil Sethi, Chairman, FDCI.
The tour format represents Pernod Ricard India’s experiential marketing strategy for its premium whisky brand Blenders Pride, part of a portfolio that includes Royal Stag, Chivas Regal, Ballantine’s, and The Glenlivet. The company positions itself as a fast-growing multinational in India’s alcoholic beverages sector.
On competing with fast fashion trends, Khanna said, “I don’t think there’s any need to justify anything. People who believe in it, they will believe in it.” She emphasized that both craft-intensive and faster production models have market validity, provided sustainability considerations are addressed.
The Kolkata showcase also utilized The Bengal Paddle vessel with its museum-like interiors as a pre-show venue, housing the Riverine Museum’s collection of marine artifacts.
Published on December 27, 2025
