Indian silver medallist at that 2004 Olympics, shooter Rajyavardhan Singh Rathore, couldn't repeat his performance at the Beijing Olympics this year; but he is still a favourite when it comes to endorsing products, as he showed at the launch of diamonds and accessories from luxury brand Amaris Regalia.

Rathore walked the ramp on Friday night to showcase the brand's limited edition Jewelled Kripan and Kalgi.

"I had a lot of fun walking the ramp," Rathore told reporters afterwards. "One of my friends told me in a gym that I have got a very good physique and should go for a ramp walk and I just tried".

"Diamonds are very important as women like them," the ace shooter added.

Other models who walked the ramp on the occasion included Tina Chatwal, Indrani Das Gupta, Amanpreet Wahi, Viveka Babajee and Donna.

Some of the products launched at the event were Navratan Pooja Thaali, alongside traditional belts with diamond-studded buckles, cuff-links, diamond-studded mobile phones and writing instruments.

"Amaris Regalia is unique because it believes in taking India's traditional craft and glorious romance with fine jewellery to the world," said its CEO Manoj Khanna.

"Our target is the person who believes in a brand. India is the largest market for the brands. These are very exclusive designs never before in the country," he added.