LANGUAGE WON'T BE A BARRIER FOR MISS INDIA I AM SHE MISS INDIA

Actor looking at educated, intelligent girls to take part, says language won’t be a barrier

Fifteen years after being crowned the first Miss Universe from India, Bollywood actress Sushmita Sen has got franchise of the beauty pageant in the country. Sen recently unveiled her new brand, I AM, as well as its beauty pageant division, I AM She, which will hold the Miss India Universe pageant. And the winner of the pageant will represent India at the international Miss Universe contest.

So far, the winner and two runners-up of the Femina Miss India have been representing India at the Miss Universe, Miss World and Miss Asia-Pacific events respectively. Now, its two winners will compete for the Miss World and Asia-Pacific crowns, while the winner of I AM She Miss India Universe will represent the country at the Miss Universe contest globally.

“Two months ago, Paula Shugart, president of the Miss Universe Organization, called and asked if I would like to own the rights to the Miss Universe franchise in India. I instantly agreed,” an elated Sen told a press conference. Sen, who was crowned Miss Universe in 1994, said that she wants to use this platform to change the attitude of people towards beauty queens. “I want my Miss India to be educated and intelligent. Language is no barrier and we will welcome contestants who speak any language,” she said.
Her franchise would also be collaborating with five NGOs each year, which would be represented by the five winners of the pageant. Each of the five winners will be given a target for a particular cause that they would need to complete by the end of the year.

The NGOs will change every year and those selected this year are: The Energy and Resource Institute (TERI), Ani Foundation, Cancer Patients Aid Association, The Research Society and the Bal Asha Trust. “I don’t want the winning of the crown to be the end of a journey, but the beginning of one that will bring about a big change to the society,” said Sen.

Another departure from the usual glamorous veneer usually applied to such events are the prizes: The winners of the pageant will, from this year on, receive scholarships to study at prestigious institutions around the world, such as the New York Film Institute (NYFI) and Marangoni Fashion Institute, Milan.

Entries for the contest will be accepted for a month beginning Saturday and the finale of the Miss India Universe will be held on February 27, 2010 in Udaipur.