"We want to convert hairstyling into a career option. Hence, we are planning to open four Toni & Guy hairdressing academies in the country," says Rohit Sood, director, sales and marketing, Brushman India Limited. The Delhi-based company distributes, markets and promotes the UK based brand Toni & Guy. "The first one is expected to come up in New Delhi South Extension (NDSE) by the beginning of April this year, followed by Mumbai in September. Six months after Mumbai, two academies would be set up in Bangalore and Kolkata," added Sood.

He said that each academy would have two batches of 15 students, two classrooms and two practical areas. The initial investment for each institute would be no less than Rs.10 million. Commenting on course fee, Sood said: "It is too premature to talk about the course fee, as we have not zeroed in on it yet". However, much before the academy kicks off, the trainers would be selected via a free nationwide hairdresser hunt the ads for which will roll out in two weeks.

"The hunt will start with Mumbai and then move on to Pune, Delhi, Bangalore. Only those having at least five years of working experience as a hairstylist with some renowned brand can take the auditions," said Bina Punjani, head of the Toni & Guy academies (India).

"To succeed, contestants will do three haircuts - man, long hair and short hair. Finally, eight short listed participants will sign a five-year bond with us and take one-month training under me. After which they will be sent to London for another six weeks' training. When they return, they would train students in the academy here," explained Punjani. Sood pointed that the company would be flexible with the remuneration of the trainers.

Speaking about the target customers and competitors, he said: "We are targeting the ever increasing middle class of the country. Sustainable economic growth, larger disposable incomes and increasing fashion consciousness make India a perfect market for us."

"We face no competition from any indigenous brand as there is huge difference of class," said Sood, adding that after getting its hands on trained staff the brand also plans to come up with its first salon in the capital soon.