"I call it my home for five days. I might as well make it confortable for everyone around," says Roma Pereira, head of RP & Edelman, the official PR agency for the event.

It doesn't just stop at that.

"We had these cool, really colourful bean bags last year for everyone to lounge around in. That's so necessary, you know?" Those are missing this year at the Wills Lifestyle India Fashion Week Autumn-Winter 2008.

"Well, that's what I was pulling FDCI's (the Fashion Design Council of India, the apex body of fashion, which also happens to be her client), leg about.

No budget!" Her job as the PR communique is multi-pronged. "I don't see us as just the 'media handlers'. We do much more than that. FDCI is like family to me. I've been working with them so long that we are all in it together."

Together includes going through the 'bleeding patch', as she calls it. "When Lakme pulled out and walked out of the event two years ago, FDCI bled. Literally.

Pictures: From designer Tarun Tahiliani's collection