Guinness World Records has appointed a dedicated India-based official in response to the country's phenomenal interest in world records.
In 2011, India made the third greatest number of record applications to Guinness World Records - behind only U.S. and United Kingdom.
Applications from India have grown nearly 400% in the past five years and number of actual record holders have grown over 250% in the same period.
Guinness World Records has appointed Nikhil Shukla, pictured below, as its Indian-based official and he reports directly to Guinness World Records headquarters in London.
His role will focus on meeting the huge demand for record-breaking within India and offering record breaking solutions for businesses.
Shukla has 7 year career in marketing and communications, including roles at Ogilvy & Mather and Hindustan Unilever.
Guinness World Records is also launching a dedicated Indian website: www.guinnessworldrecords.in.
The site will be the home of record breaking for Indian audiences and features the latest world record news from India and around the world.
The website also hosts the official record application process. For the first time, Guinness World Records has a dedicated website for India which integrates its free-of-charge record application service.
To ensure that world records can be accessed and enjoyed by everyone, Guinness World Records does not charge for any record application.
Guinness World Records does not work or recommend any partner companies, agents or individual representatives in India.
Only record applications made via www.guinnessworldrecords.in and verified by the company's officials will be recognised by Guinness World Records - the world's ultimate authority on human achievement.
Recent Indian record-breakers making their place in history include the 485 children of Kolkata who were brought together on 29th January 2012, by the charity TRACKS, to mark the 64th anniversary of the death of Mohandas Gandhi with a peace march which achieved the Guinness World Records title forLargest gathering of people dressed as Mohandas Gandhi.
Zee TV's Dance India Dance earned its place in the record books with theLargest Bollywood dance which involved 4,428 people at Somaiyya College, Mumbai.
Guinness World Records exploded into India in February 2011 with the launch ofGuinness World Records: Ab India Todegaon COLORS and hosted by Bollywood star Preity Zinta.
The huge popularity of the show led to an 85% year-on-year increase in record applications in 2011.
Guinness World Records: Ab India Todega is set to be re-commissioned and return to screens later in 2012.
India is the latest market in a series of global expansions for Guinness World Records. Guinness World Records headquarters are in London and are supported by offices in New York and Tokyo.
Guinness World Records has official representatives in China, Germany, Australia and South America. The brand aims to open a full Indian office in 2013.
Commenting on the launch of Guinness World Records in India, Alistair Richards, Global Managing Director for Guinness World Records said: "India is an incredibly important market for Guinness World Records, we have seen record applications growing at an incredible rate year-after-year. For Guinness World Records, establishing our official presence in the India represents our commitment to building on this success and bringing greater focus to the talents and skills of India."
Nikhil Shulka adds: "I am proud to be representing Guinness World Records in India. My focus is to promote Guinness World Records as the ultimate authority on record breaking and human achievement. I believe that India has a wealth of untapped talent which can make our country the leaders in record breaking success."