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India's antitrust body takes aim at beauty pageants, Mrs India Inc.

India's antitrust agency is investigating Mrs.?India Inc., an organiser?of a beauty pageant for?married?women?that sent winners to global events. It accuses it of abusing their position and setting burdensome contracts for participants.

The Competition Commission of India is conducting its first investigation into allegations of wrongdoing made by some of the largest companies in the world, including France's Pernod Ricard and India's Tata Steel.

The focus is on a niche market that the regulator has described as "a market?for beauty pageants in India for married women" with the goal of sending the winners to major international contests.

In an order issued on Wednesday, the CCI said that it had analyzed agreements submitted by one of its contestants and found "onerous conditions".

Many contestants and winners are prohibited from competing in another beauty pageant for a period of five years, either as a judge or mentor.

The CCI also added that "participants may not sign or accept any professional assignments or contract without the express written consent" of the company.

A request for a comment from Mrs India Inc was not responded to.

A COMPLAINT BY RUNNER-UP TRIGGERED CASE

Mrs India Inc. claims to be the "most credible" beauty contest for married women in India. It also says that it is "associated with the most prestigious international beauty pagesants for married women".

CCI stated that its case was triggered by a complaint filed by Rinima Agarwal. She is a 2024 "Mrs. India Galaxy", and also the runner-up. This allows her to represent India at the 2025 "International Mrs. Galaxy".

In its review of these accusations, the watchdog stated that it had asked for 'comments and details about Mrs India Inc’s tie-ups by 2025,' but the company did not respond despite multiple opportunities.

The watchdog also pointed out that another onerous contract term requires the pageant's winners and participants to "join hands with a social cause recognized and promoted" by Miss India Inc.

Typically, the regulator will investigate for several months before issuing a final decision. (Reporting and editing by Clarence Fernandez; Aditya Kalra)

(source: Reuters)