Sachin Tendulkar, Arvind Fashion launched menswear brand True Blue

True Blue today lauched its maiden store in Mumbai and eyes to expand the count by 30 in the coming 5 years, targeting a turnover of about 200 cr.
Sachin Tendulkar

Fashion and Lifestyle asset of one of country’s largest textile manufacturers Arvind Limited has today launched its premium menswear and accessories brand ‘True Blue’ in partnership with the cricket maestro Sachin Tendulkar.

True Blue today lauched its maiden store in Mumbai and eyes to expand the count by 30 in the coming 5 years, targeting a turnover of about 200 cr. True Blue is a joint venture between Arvind Fashion Brands and Sachin Tendulkar.

Excited about the partnership and the store launch, Rajiv Mehta, Chief Executive, Arvind Fashion Brands said, “As the partnership grows, True Blue will launch 25-30 stores in five years across India targeting a turnover of about Rs 200 crore.”

The terms and conditions of the deal has not been disclosed yet but the company has a wide array of apparels that has been designed keeping in mind Tendulkar’s persona.

Menswear, at the current time, is one of the whooping sectors of the apparel market and accounts for around 42 per cent of the overall marketshare. Looking at the scope and audacity, the industry as a whole is pegged to grow at 8.5 per cent in the next 5 years.

Mehta further said that with True Blue, the company aims to make the menswear category "unboring and more content fashion driven.

True Blue is the third brand under this division, which was set up in early 2015.

The other two brands, Prym and Shuffle, are primarily digitally-driven labels, while True Blue will follow an offline and online model, Mehta said.

This offline launch clearly indicates company’s intention to hold maximum grip in country’s retail spectrum as it is aggressively taking the omni-channel route. Arvind Brands has recently launched its omni-business initiative Nnnow.com.

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