The ICE-Italian Trade
Promotion Agency in New Delhi on Tuesday announced a two-year
campaign to boost the profile of "Made in Italy" goods in India
through events dedicated to fashion, food, design and other
Italian expertise.
The initiative, called "Italy: The Extraordinary
Commonplace" aims to highlight different Italian products,
promote Italian businesses and link them to new market segments,
ICE regional director Francesco Pensabene told a news
conference.
About 400 Italian firms operate in India and Italy is the
13th largest investor in the country.
"We don't want to give lessons, but we want to share our
knowledge to create an Italian-Indian style," said Pensabene.
The first event planned is called "La Dolce Vita: a
celebration of Italian fashion, luxury and lifestyle," which is
due to be held on March 11 and 12 at the Dlf Emporio luxury mall
in New Delhi.
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