Also known as the GOD of cricket, master blaster Sachin Tendulkar will now launch premium men’s apparel brand ‘True Blue’ in partnership with Arvind Fashion Brands. The first store is likely to open in May in Tendulkar’s hometown, Mumbai.
After taking a bid adieu from international cricket in the year 2013 Sachin always wanted to venture into something that every Indian can talk about and when Arvind Brands approached him and shared their vision he couldn’t decline the offer. Tendulkar said that the brand is very subtle with a unique way of making loud statement “It is my taste, what I like to wear.
Tendulkar and Arvind Brands have stepped in a joint venture to launch the brand and the share holding patterns are yet to be disclosed. Not just sharing equity stake but Tendulkar has also spent a fair amont of time in helping True Blue team design their new collections.
As per Rajiv Mehta, CEO, Arvind Fashion Brands and Arvind Sports Lifestyle says that their expertise matches with Tendulkar’s immense love for anything India boosted their decision that further ended up into this significant JV.
With this heavy splurge in the men’s wear industry, the fashion retailer aims at a revenue as high as 200-300 cr from True Blue brand in the coming 4-5 years. The company plans to launch first in Mumbai followed by Benguluru and then other cities of the country.
As per Mehta, the company has ultimate plans to open 25-30 retail stores in the coming future. The brand will highly focus on men aged between 28-40 years and will launch its casual collection starting from Rs 1,200 and premium evening wear costing upto 8,000.