BANGALORE: They dared you to be different-to embrace the unconventional-to make everyday a Friday and give into Friday dressing. Stop wearing uniforms to work in the Indian boardrooms they said. Next, they created a work wear brand for Indian women who dared to be different.
 
 
In step with their dictum, Allen Solly has a new initiative - to endorse an 'unconventional' personality. Boniface Prabhu, the first beneficiary of the Allen Solly largesse is the first Indian wheelchair tennis player who has achieved a world ranking of 40, reached the prestigious US Open, British Open, French Open and Australian Open grand slam finals as well as semi-finals.
 
 
Prabhu also happens to be first Indian to be listed in the World-ranking list in the history of wheelchair tennis in India. He has also won a bronze medal at the World Championship level-the International Paralympic Games (IPC), besides which was chosen as the best male athlete for the meet in 1996 and 1996.
 
 
Allen Solly Brand Head, Vishal Mirchandani while speaking to Indiantelvision.com on the sidelines during a press conference said, "We have not earmarked any budget for these initiatives on our part. We'll wait and watch, be selective about the 'unconventional' personalities. In Boniface's case we are sponsoring a little more than 50 per cent of his expenses towards taking part in major tournaments around the world this year. The rest of the funds have been arranged for through others small contributions."