Being a Male Model in India is Not Easy: Karan Oberoi aka KO

The modelling industry is a behemoth that churns out remarkably arresting faces, be it in India or around the world. Some of the most recognized celebrities in the world, started out as models. While the obvious route to stardom for these highly disciplined professionals might be the silver screen, there are a few others who have made it big in other fields as well. The major difference between the Indian modelling industry and its foreign counterparts, lies in the relatively low-key quality of it.

Even as recently as a couple of decades ago, India had a number well-known names of its own – Marc Robinson, Arjun Rampal, Milind Soman, John Abraham, Madhu Sapre, Carol Gracias and Jesse Randhawa to name a few. Some, who struck gold in foreign shores – Ujjwala Raut and Padma Lakshmi come to mind. As, the industry expanded, it also began to infiltrate the Indian film industry. Several models crossed over and went on to create successful film careers of their own. Soon enough, the lines blurred and Bollywood began to hog the limelight. And the Indian modelling industry, already known to be kinder to the females than the males, began to fade into the background.

Currently, the modelling industry struggles to find a spot under the sun alongside its incandescent older sibling – Bollywood. In a country riddled with fashion weeks, models are never redundant, yet the 'showstoppers' are almost always film celebrities. As a male model, it is especially more difficult to create a lasting impression on public memory, one that is already saturated by the constant bombardment of 'filmstars' and their larger-than-life collective presence. "As a male model, success has become relative" says model Karan Oberoi, better known as K.O. "It is no longer about just making money, it is about being known", asserts Oberoi.

Born into a highly academic, upper middle class Sikh household in Delhi, the double postgraduate Karan Oberoi aka KO who was working as a graphic designer with reputed advertising firm Grey worldwide, moved to the 'City of Dreams' at a very young age over a decade ago to make his mark as a model. In the 10 years that followed, he moved up the ranks and is now one of the most successful models in the country, ruling the roost in two circles – fashion and fitness. His digital footprint is enviable, with gigantic fan bases on both Facebook and Instagram – a feat that is commendable in itself. He has walked the ramp for all major designers including Rohit Bal, Arjun Khanna and Rajesh Pratap Singh.

He was the face of FBB for two consecutive years. He has even modelled for commercial brands like Aldo, Reebok, Lamborghini and Royal Enfield Riding Apparel. He was the face of Isuzu when the automobile launched in India. And in the decade since he began modelling, he collected several awards too along the way. With the body of work that he has amassed, one would expect a lot more recall value than he strictly has achieved. "There is no one reason for this", laments Oberoi, "in a country like ours, movies and cricket sell. Social media is a dynamic industry where people go viral by the second. Models, especially male models, are nowhere in the picture."

The fact that modelling abroad is still just as prestigious as itever was, is what rankles Indian models. Names like Sean O'Pry, Alex Lundqvist are taken in an almost reverent tone. Modelling for Fashion Weeks in New York and Paris is still a milestone that thousands of aspiring models dream about. So why is it so different in India? The answer, like Karan Oberoi aka KO stated earlier, is a combination of many factors – Bollywood, Cricket, Television and the burgeoning social media movement of Instagram, YouTube and even TikTok and a shortlived public memory. Short of a miracle, the Indian modelling industry faces the risk of fading into oblivion. Whether or not the modelling world of India will undergo a revival, is something that remains to be seen.