Ram Singh Chauhan poses with his 12 foot behemoth of a moustache, believed to be the world's longest. He attributes its healthy growth - at an annual rate of 4 inches for a period of 27 years - to a daily rub with nourishing coconut oil. When not on display the beast sleeps coiled beneath its master's turban. It has starred in several Bollywood films and even played a cameo in Octopussy. Its biggest coup to date was making the cover of a Lonely Planet guide book. The growth of facial hair is integral to an Indian man's sense of style and identity.