Plan to capture 10% of Rs. 2,000-crore market
Arvind Ltd., one of the largest integrated textile and branded apparel players in India, has announced the launch of its premium worsted suiting brand PRIMANTÉ which is a perfect combination of Australian Merino wool and Italian design conceptualized by the company for the urbane and affluent Indian customers. With PRIMANTÉ, Arvind aims to capture a 10 per cent marketshare of the Rs. 2,000-crore worsted suit market in the next three years and 20 per cent in five years.
PRIMANTÉ has all wool and wool-rich fine count fabrics ranging from Super 120s to Super 200s with blends like silk, mohair, lycra, linen and innovative poly filaments. Apart from suit fabrics, offerings include fabrics for sport coats, tweed jackets and business coats. The product development and quality control parameters are of global standard. The designs offered are path breaking and carry the essence of European fashion.
Apart from selling PRIMANTE worsted suiting’s in fabric form in Indian market through its exclusive brand outlets “The Arvind Store” and directly to various multi-brand outlets, Arvind also aims to expand its exposure in high-end MADE to MEASURE customer suits business for India and the global market though its venture CREYATE.
Commenting on the launch of the suiting brand, Mr. Kulin Lalbhai, Executive Director, Arvind Ltd., said: “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. PRIMANTÉ 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% market share in the over Rs. 2,000-crore worsted suiting market in the next 3 years and 20% market share in the next 5 years. The kind of products we are coming up with PRIMANTE will redefine the fashion in the worsted suitings category.”
In the fabric category, Arvind Ltd. is currently present across 200+ Arvind Stores (EBOs), 1500+ Direct to Retail (DTR) outlets, 10,000 Multi Brand Outlets (MBOs) and 15 Made to Measure (M2M) outlets.
“In the first year of PRIMANTÉ launch, we expect to cover 200 EBOs and 200 DTR outlets. In the next three years, we expect to gradually increase PRIMANTÉ’s presence across 1,000 MBOs. This is a part of our expansion plan of EBOs, DTR accounts and M2M outlets in next 3 years,” Mr. Kulin Lalbhai added.
The company recently launched India’s first true omni-channel platform NNNow.com, which seamlessly integrates online and in-store shopping experiences.