The I Am She platform is part of Sushmita Sen’s production company Tantra Entertainment, which was awarded the India franchise to select participants by the Miss Universe Organisation in December.
Miss Universe Organisation conducts the pageant in 95 countries across the world every year through its global franchises. This year the winner from I Am She contest will represent India at the Miss Universe contest unlike previous years where the Femina Miss India winner used to represent the country.
"Today, being the India licence holder for holding the preliminary to ‘2010 Miss Universe’ pageant, 16 years after bringing the crown to India, feels like life has come full circle for me," Sushmita Sen said in a press release.
"I believe Indian girls are the most beautiful in the world and without doubt have the most substance and courage in them. I aspire to celebrate the uniqueness of these 30 deserving contestants and hope to bring back the crown this year," she added.
The 30 contestants will undergo three weeks of intensive training in communication, diet, personal grooming, fashion, and fitness. Experts like Sathya Saran, Jamuna Pai, Lubna Adam, and Sandip Soparrkar will guide them through to the finale that will take place May 28.