Pageants like the Grasim Mr India and the Gladrags Manhunt have shot up in the popularity rankings of young men, who see them as launch pads to lucrative modelling and acting contracts.
Many former Grasim Mr India winners, like Bikaram Saluja, Aryan Vaid and Diwakar Pundir, have found successful careers in films and modelling.
(Left) Pageant's first winner, Bikaram Saluja, and last year's winner Sunil Mann.