Gujarat based country’s largest integrated textile and branded apparel company, Arvind Limited announced its entry into worsted fabric market with the launch of its premium worsted suiting brand ‘Primante’, which is a combination of Australian Merino wool and Italian design.
“We sensed the demand for innovation in the premium suiting category and took on the challenge of bringing something novel yet luxurious to the Indian consumer,” Kulin Lalbhai, executive director, Arvind Ltd. said.
“Primante will set new benchmarks in product and design. We are very excited about entering the worsted market and going forward, we aim to have a 10 per cent market share in the over Rs.2,000 crore worsted suiting market in next 3 years and 20 per cent market share in 5 years,” he said.
In the fabric category, Arvind Ltd. is currently present across 200 plus Arvind Stores (EBOs), 1500 plus Direct to Retail (DTR) outlets, 10,000 multi brand outlets (MBOs) and 15 Made to Measure (M2M) outlets.
“In the first year of Primante launch, we expect to cover 200 EBOs and 200 direct to retail outlets. In the next three years, we expect to gradually increase the brands presence across 1,000 MBOs. This is a part of our expansion plan of EBOs, DTR accounts and M2M outlets in the next three years,” Lalbhai added.