Mannequin major Purform enters India

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New Delhi, July 2: : With a view of tapping the estimated Rs 500 crore mannequin market in India, leading global plastic mannequin brand Purform of New Zealand is shifting the company's entire production to India.

Purform on Wednesday announced its entry into the Indian market by entering into an exclusive marketing, technical and manufacturing agreement with Delhi-based plastic moulding company OK Play.

"As per the agreement between our companies, OK Play will manufacture and market Purform range of mannequins in India while Purform will provide the technological support to the Indian partner," Purform Managing Director Maurice Purdy said.

The manufacturing of the new OK Play-Purform mannequins have already started at OK Play's existing facility near Gurgaon and the company is launching around 25 models including full length, three-fourth, kid mannequins and a variety of body sections.

With the agreement in place, OK Play would take over responsibility for manufacturing all Purform mannequins, including the entire export quota to over 60 countries.

"India has close to 12 million retail outlets and one of the highest retail densities, where mannequins are a major demand. We decided to harness the vast potential that Indian retail, apparel and fashion market offers," Purdy said.