The man who brought panache and luxury in the Indian clothing industry had a rather humble beginning. He was born in Punjab and never stepped into college. But he had the drive and confidence to convince the likes of Gianni Versace to do business with him.

Dinesh Sehgal, 47, is ­­­­­­­ Thanks to him, Versace, Canali and Corneliani are no more a distant dream but a shopping experience in a mall near you.

In 1964 the Sehgals (father S L Sehgal and three sons) brought the concept of greeting cards to India. Gradually, they ventured into a book selling business styled Sehgal Books. It sold mainly tomes on fashion and textile technology. The book business took Dinesh far and wide and helped him make contacts that would later stand in good stead when he stepped into the designer clothing business.

There were moments of anxiety. As the advent of the internet threatened to shut down the book selling business, he made a transition to selling readymade clothes. “My frequent trips to England and other places helped build contacts with the right people. It also helped create a stable base for my empire,” says Dinesh. His knowledge of import procedures, experience in business and “excellent market research” made the transition easy. Thus was born Blues Clothing Company.

In 1994 he joined hands with two big foreign brands, Maxx and Givo. Those links with what was then considered luxury brands in India was the beginning of his association with true blue Italian luxury. Some of the best names in Italian luxury clothing were to later join hands with him.

“Soon after the 1994 tieups I realised the dream of being the largest suit seller in the country. Next came an association with the Italy-based Insaf Italia. Our company began to import merchandise from Italy.” There was no looking back.

Blues partnered with Ferre for the GFF Ferre label and introduced Valentino in 2000. It then brought the Versace collection, Canali, Broini & Cerruti1881 and Corneliani, to the Indian market. Later he became the only franchisee of brands like Versace, Cadini and Corneliani in India.

Sehgal claims that custom tailoring provided by his company is among the best in India. It stitches suits world’s finest fabrics sourced from Zegna, Valentinio, Dormeuil, Scabel and Holland and Sherry. The price of fabrics starts from Rs 2,500 a metre and goes to a top price of Rs 5,51,000 for a suit length. The tailoring charges for the Rs 5 lakh, Moxon suit will cost you Rs 10,000 only. “Many like to go in for our custom tailored suits. I wear them too,” he says.

Blues has now successfully ventured into the jewellery business. It has launched Blues Jewellery Company, selling the luxury brand, Entice. More international jewellery brands are on their way in.

The next generation of Sehgals is ready to move in. His two sons, Nitesh, 21, and Udit, 22, both with management degrees from IILM, are on the verge of joining his business, “one in the jewellery business and the other in clothing, so that I can get an early retirement.”

Sehgal’s three-acre Sultanpur farmhouse in Mehrauli in the capital reflects his expensive tastes. His house, or rather his palace, is where Dinesh has invested most of his earnings.

Although her wife, who helps him with the jewellery business, refused to let us beyond the living room, one could tell from the designer décor what lies ahead.

“Except me, you will find everything designer at my place, especially Versace. I have spent all my lives earnings in the three years of building this mansion. My wife always dreamt of living in a palatial house. In fact, she herself is behind the decoration of every corner of the house. Almost every piece of decoration is custom made.”

His wardrobe, he says, is packed with luxury brands. From suits to shoes to belts, he is partial to everything Italian – naturally, as his success came from an association with brands from that country.

He owns a fleet of cars that includes two Mercedes S350s.

But of all brands, he likes to wear Corneliani the most when it comes to suits, belts and ties. Cadini and Versace are among his other favourites, but his eternal regret is he cannot wear a Versace. “I like Versace a lot, but the brand doesn’t fit me. I hope it will launch custom tailoring in India.”

Dinesh, in fact, drools when he talks of Italy. His travels have taken him to almost every country on the map, but Italy still is the most favoured holiday destination. His eyes turn dreamy at the mention of that country a little town called Como, nestled between the Swiss border and Milan. Como is the place where he likes to unwind with family. He is in good company. The rich and famous, like George Clooney, Sylvester Stallone and Madonna, to name a few, have luxury villas on the shores of the Como lake. Yet, occasionally, one can catch him holidaying in Phuket and Bangkok, too.

Dinesh likes to keep a low profile. He is not a regular in the page 3 circuit, and he is as likely to eat in a five-star hotel as in a small neighbourhood eatery. His other claims to fame are a Rs 100 crore business net worth and as a Rs 2 crore income-tax payer.

Other than expanding his present business, he has an eye on the property and hotel businesses. “If favourable opportunities arise, I would love to be a part of the hotel business.”

He claims a loyal customer base of 2,000 people for the luxury goods he sells. And then there are others who just walk into his stores and fall in love with the products, and end up buying. He himself attends to some of his loyal clients. “To sell luxury you need to understand buyer tastes and preferences, satisfy their ego and pamper them. This should be the approach when you deal with them.”

Marc Dhum, the wholesale director of Versace, knows it well and certifies: “Seghal knows his business well and has a proper vision to expand the business.”

Dinesh is aware, though, that business acumen and good salesmanship are not enough. The location of a store is equally important. “Finding the right location for a store selling luxury brands must be a priority if you want the business to flourish.” He sees the virtues of the ambience of Emporio and Blues Galleria, a multi-brand luxury concept in a five- star hotel. “They are perfect.”

(Photos by Bunny & Niharika)