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Sunil Sethi

Senior Vice President, Li & Fung Group

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Sunil Sethi is senior vice president of the Li & Fung Group, and the head of various departments based in India. Li & Fung is a multinational company with extensive global presence and operating a sourcing network with 70 offices across 40 countries. He is also is the president of the Fashion Design Council of India.

Before joining Li & Fung, Sethi set up Alliance Merchandising, a sourcing and buying company, in 1988. The company has counted Armani Casa, Crate & Barrel and Anthropologie among its clients, overseeing product development and buying in India. Since 2002, he has taken more than 25 Indian fashion designers on to the global stage, selling their products under their own brands to notable stores such as Selfridges, Golf & Co , Tsum, The Conran Shop, Habitat and Coin. Throughout his career Sethi has done his all to propagate the ‘Made in India’ brand.

As FDCI president Sethi told BoF: “Even in these times of recession there is a definite buzz around ‘brand India’ and a special place on the rack for us. It is all about continuity. If a customer has come to us once, whether they add another designer or replace one with the other, they nevertheless carry brand India forward. Let us get the international fashion community here first. Let them see our creativity, our warmth and the hunger we have to be part of the world of fashion.”


Fashion Design Council of India

Fashion Design Council of India


1998 - Present

New Delhi, India

Alliance Merchandising Company

Alliance Merchandising Company

Li & Fung Group

Li & Fung Group

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