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When Vithika Pandit walks into her college campus strutting her stuff - her D&G clutch, Prada shades and Rolex watch, to be specific - all eyes are on her. Compliment her on her impeccable taste and she gladly acknowledges it. It's only when you probe her that she comes out with a confession (and a mischievous smile), "These are knock-offs! I picked up all of these from flea markets and if want to know the pocket pinch, well, I didn't even cough up Rs 5,000 for the whole loot. Do you think I could afford to flaunt original ones?"

Try telling her that flaunting fake brands can turn one into a dishonest, cynical person - at least that's what a study conducted by scientists from Harvard, Duke and the University of North Carolina at Chapel Hill, would have us believe. "Big deal," is her retort. "Everybody does it. This is the closest that we can get to high-end brands and if in the process, I'm labelled a cheat, I don't mind it."

A trip to streetside stalls in Connaught Place and Sarojini Market hints that Vithika is in good company. Thronged by teenagers and 20-somethings, this business of knock-offs is a burgeoning one. Sandeep Singh is one of those who keep it thriving. With a whole collection of handpicked fake Ed Hardy tees and a Hi-Phone, a poor cousin of the iPhone, Sandeep candidly admits, "I want to look cool without spending a fortune on clothes and gadgets. Girls love them and that's all that matters. So, does that make me a cheat?"

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