Bombay Dyeing, the textile arm of the Wadia group, is set to re-enter the readymade apparel market with menswear garments. The company had earlier introduced an apparel brand called Vivaldi and had sold it to Proline. Bombay Dyeing is also planning to open close to 100 franchise stores in tier II and III cities before the end of this year. The demand for readymade apparel is huge in South India and the company is looking at test marketing its new brand in the region, said Aloke Banerjee, Bombay Dyeing’s Chief Executive Officer (retail). The new menswear brand will gradually be introduced to other markets across the country, he added.
The campaigning of the products has already started this month, according to Banerjee. Bombay Dyeing is also planning to sell its products through multi-brand stores in Central Asia. Bombay Dyeing will also let customers get digital prints of their choice on their bedsheets. Banerjee said that customers can provide photos at the company’s stores or upload them online and the company will print the designs on the bedsheets within the next 30 days. The textile firm already has 27 company-owned stores, 3000 multi-brand stores and over 200 franchise stores across India. The company is witnessing a 30-35 per cent growth in textile and retail segments, said Banerjee.