"It is very important to nurture young designers as today's aspirants are creative experts of tomorrow," Atul Chand, vice-president (marketing) of ITC's lifestyle retailing, said

Chand said that the country's fashion industry is maturing and with every passing year it is becoming more responsive towards budding talents, welcoming them with open arms.

"We have joined hands with Pearl Academy of Fashion and National Institute of Design (NID) to nourish and recognise future designers," he added.

The group launched a talent hunt contest The Debut late last year but only students of National Institute of Fashion Technology (NIFT) were allowed to take part in it. The contest is a rigorous three-round process.