By GV THE LENSMAN (GAURAV VASHISHTHA)
If you’ve ever wondered how a fresh face from Mumbai ends up walking the ramps of Paris Fashion
Week or starring in a Vogue editorial, the answer often lies with something called a “mother
agency.” But what exactly is that, and why should India care?
Let me break it down.
The Problem Nobody Talks About
India is the world’s most populous country. We have stunning diversity, incredible youth
demographics, and a booming fashion industry worth nearly INR 1000 crore. Yet, when you look at
international runways in Paris, Milan, or New York, Indian faces are still disproportionately
underrepresented.
Why?
Because our modelling industry is stuck in the 1990s.
Most aspiring models in India navigate a chaotic maze of unregulated agencies, fake promises,
financial scams, and zero professional development. There’s no standard training, no mentorship, no
global network—and certainly no structured pathway to international success.
Compare this to countries like Brazil or Russia, which have become powerhouses in exporting
modelling talent. The difference? Structure. Professionalism. And something called a mother
agency.
What is a Mother Agency?
Think of a mother agency as a career consultant, talent developer, and global advocate rolled into
one.
Unlike traditional Indian agencies that simply book local gigs for a commission, a mother agency:
- Scouts raw talent using international standards
- Develops models professionally—test shoots, runway training, grooming, portfolio
building - Places them globally by partnering with top agencies in fashion capitals
- Manages their careers long-term, including contracts, measurements, and strategy
In short, they don’t just find you work. They invest in making you world-class.
The Global Benchmark: IMG and Elite
Take IMG Models in New York. They represent icons like Gigi Hadid, Bella Hadid, and Ashley
Graham. IMG doesn’t just sign models—they sculpt them. Their system includes analytics, brand
strategy, media training, and a worldwide network that spans Paris, Milan, London, and Sydney.
Or look at Elite Model Management, the European giant that discovered Naomi Campbell, Cindy
Crawford, and Gisele Bündchen. Elite revolutionised scouting through competitions and built a
reputation for high-fashion editorial excellence.
These agencies operate like management consulting firms. They use data, forecasting, structured
development programs, and global partnerships. That’s the standard Indian agencies need to match.
The Indian Reality Check
Here’s what most people don’t realise: modelling in India isn’t even recognised as a profession.
There’s no Skill India certification for models. No model-specific labour laws (unlike New York’s
Fashion Workers Act passed in June 2025). No association like the British Fashion Model Agents
Association (BFMA), which has been regulating UK agencies since 1974.
What we do have:
- Freelancers masquerading as agencies
- Registration fees, portfolio fees, “development charges”—all hidden costs
- Agencies lying about client payments to pocket more commission
- Unsafe work environments and zero concept of minimum wages
- No body inclusivity or support systems
And the biggest tragedy? Parents and young people don’t take modelling seriously. It’s seen as a
casual side hustle or social media fame game—not a legitimate career requiring skill, discipline, and
international standards.
A Glimpse of What’s Possible
Global demand for South Asian models has increased 300% since 2018. Brands want diversity.
They want authenticity. They want Indian faces.
Digital casting platforms now allow remote submissions to European agencies, breaking down
geographical barriers. India’s soft power—through Bollywood, culture, and social media—has made
the world curious about us.
The opportunity is massive. But we need infrastructure to match it.
Enter: The Scouts Mother Agency
This is where agencies like The Scouts MA come in—a new generation of Indian modelling
agencies built on global standards.
Operating out of Delhi, The Scouts MA functions like a true mother agency:
✅ Scouts talent using international height and measurement benchmarks
✅ Develops models with professional photographers, mentors, runway coaches
✅ Partners with global agencies to place Indian talent in Paris, Milan, London, NYC
✅ Operates ethically—no fake promises, transparent contracts, no paid auditions
✅ Uses analytics—CRM systems, KPIs, talent funnels, placement tracking
They’ve even partnered with professional model mentors and released pioneering literature like
“Model Mentor”—a first-of-its-kind guide for aspiring Indian models.
Their vision? Transform India into a global supplier of high-fashion modelling talent.
The Bigger Picture: What India Needs
If we’re serious about competing globally, here’s what needs to happen:
- Recognise Modelling as a Skill
Include it under government skilling initiatives. Offer certification programs. Build training
institutes—think NSD for acting, NIFT for design, but for models. - Create an Industry Association
India needs its own version of the BFMA—a regulatory body that accredits agencies, sets
professional standards, and protects models’ rights. - Legislate Model-Specific Laws
Follow New York’s example. The Fashion Workers Act now mandates agency registration, consent
for digital likeness use, and accountability for harassment. We need similar protections. - Develop a Model Support Ecosystem
Professional coaches, mentors, dieticians, psychologists, skin specialists—a holistic system that
prepares models for the physical and mental demands of the industry. - Promote Body Inclusivity
High fashion is moving beyond the cookie-cutter “tall and thin” stereotype. India should lead in
representing diverse body types, skin tones, and regional faces.
Why This Matters
Fashion isn’t frivolous. It’s a USD 1.8 trillion global industry employing millions. Modelling is a
critical part of that ecosystem—a skilled profession requiring training, discipline, and strategic
career management.
When we professionalize this industry, we don’t just help aspiring models. We:
- Create global employment opportunities for Indian youth
- Build India’s soft power and cultural visibility
- Establish ethical standards that protect vulnerable young people
- Position India as a serious player in the global fashion economy
The Road Ahead
Right now, the Indian modelling industry is at a crossroads.
One path leads to more of the same—chaos, scams, wasted potential.
The other leads to structure, professionalism, and global competitiveness. It requires vision,
investment, and a willingness to adopt international best practices.
Agencies like The Scouts MA are proving it’s possible. But they can’t do it alone. The industry
needs regulatory support, professional training infrastructure, and cultural mindset shifts.
Because here’s the truth: India has the faces the world wants to see. We just need to build the
systems that get them there.
The talent is here. The demand is global. The time is now.
What do you think? Should modelling be recognised as an official skill in India? Should we have
model-specific labour laws? Drop your thoughts in the comments.
About the Author:
GV is a management consultant, fashion photographer, and model mentor. He has served over two
decades in the Defence Forces and also works at the intersection of fashion, analytics, and talent
development. His pioneering book “Model Mentor” is available for aspiring models seeking
professional guidance.This article is an extract from his pioneering internship report submitted
during his PGDM in Global supply chain management.
