RIDING HIGH WITH READY TO WEAR

What made you launch your private label ‘Ready to Wear’?

The motive is to build Arvind in the consumer space. Arvind is a very strong B2B brand and enjoys good equity in the consumer mind. We therefore want to build up on that loyalty and trust factor. We already do Rs 600 crore of fabrics which we want to leverage with Arvind’s Ready to Wear brand as well. This brand is not going to be a part of Arvind’s brand business but an integral component of Arvind Ltd.

 

What is the gap in the market that led to this strategy?

Arvind comes up with a lot of innovations in the fabric space and we felt that we could take it forward into the ready-to-wear space too. Also, we don’t have any brand in the ceremonial space. All our brands are related to formal or casual wear or the denim segment. So with this brand we want to focus on the niche and unique ceremonial space. The collection for men features linen blazers and ‘bundis’ sewn to perfection, contemporary and elevated chinos, trendy fabric prints and a range of textured, soft and linen-blend summer plaids. The Spring Summer 2018 line features casual after-hour shirts, POLlinens, textured five-pocket chinos, and more.

 

What will be the retail presence of this brand?

We have 150 stores across 127 cities in the country and we are adding another 50-60 stores this year. We are available on Amazon and through our e-commerce portal also.

 

What is the financial expectation that you have with this brand?