Emami Limited, the personal care giant, sponsored the all-male beauty pageant in order raise awareness of the growing men's grooming product movement in India.

"The Indian male has always been a bit of a peacock," marketing guru Alyque Padamsee told rediff.com. "Only now, he's beginning to show it."

The ten contestants were selected from a pool of 973 applicants, and represented a cross-section of India, from flamboyant Mumbaikars to more traditional youngsters from places like Ranchi, Jharkhand.