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February 2023

Apparel Group brand LC Waikiki kicks off Mirchi Jam Season 1, Fostering Student Talents Across UAE Universities

Group of people winning a prize from Lc Waikiki

Apparel Group’s leading fashion retail brand LC WAIKIKI, in collaboration with the prestigious Asian Radio Station Mirchi 1024 hosted one of a kind performance-based talent competition featuring aspiring singers and music bands from 8 different universities across the UAE. The 10-week campaign was a unique and fun way for for LC Waikiki to tap into the younger demographic and boost brand awareness. 

The participating universities that ran the auditions with LC WAIKIKI & Mirchi Radio were IMT Institute of Management Technology, University of Birmingham Dubai, DE Montfort, Amity University Dubai, BITS Pilani Dubai Campus, Manipal University of Technology, Curtin University Dubai, and Herriot Watt University Dubai and the finalists were chosen based on listeners voting in their favorites by smsing the Radio Channel. To add to the fun, LC WAIKIKI set up university hangout corners with LC WAIKIKI  bean bags and hammocks to make students’ downtime a little more and leisurely & vibrant. 

The Finale was held on the 20th of January with a full house at The Junction, Al Serkal where over 200 enthusiastic students and supporters cheered at the first ever LC Waikiki Mirchi Jam Season 1. The finale witnessed 10 amazing performances by the selected candidates, all competing for the ultimate prize of an all-expense paid trip to Turkey sponsored by LC Waikiki. The judges of the competition were some very well-known individuals including the voice of the blockbuster Jalebi Baby Shweta Subram, Clinical Dietitian & CEO of Simply Healthy, Mitun De Sarkar, , the Co-Founder and Frontman of Bollywood Fusion Band Raaga Factory, Rohit Gupta, and a young talented Hindustani vocal Guru at Malhaar, Hetartho Chatterjee. 

Ana Fernandes, from Amity University Dubai, won the hearts of the judges and the audience with a soulful performance singing “Think of Me” from Phantom of the Opera and was crowned the LC Waikiki Mirchi Jam Season 1 winner title and awarded an all-paid trip to Türkey with her loved ones. Deep Allay from Heroit Watt university and Dhruva Dhomkar from Manipal Academy of High education were the first and second runner up respectively. In addition to the grand prize, semifinalists and finalists were rewarded brand vouchers from LC Waikiki. 

About Apparel Group LLC  

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2025+ retail stores and 80+ brands on all platforms while employing over 18,500+ multicultural staff.  

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, and Malaysia. Additionally, clear strategies are in place to enter emerging markets such as Hungary, Pakistan, Egypt, and Philippines.  

Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals.  

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades. 



Established in 1988 and operating in Turkey under the roof of LC Waikiki Magazacilik since 1997, LC Waikiki dresses the World with its “Everyone deserves to dress well” mission and “accessible fashion” mentality. LC Waikiki maintains its journey of expansion from over 34 years both domestically and internationally. Turkey’s global brand, LC Waikiki continues its operations with over 50,000 employees at more than 1250 stores across 54 countries including 38 plus stores in GCC today.