In a bid to make further inroads into the working masses across the country, Arvind Limited launched its latest range of pretreated 'ready-to-stitch' (RTS) denims under the brand name of 'Arvind Intellifabrix' in Ahmedabad. Developed by the R&D team of Denim Fabrics division of Arvind Limited, the RTS denim fabric will available in two different collections namely denim chinos and denim jeans.
Talking about the new range of denim fabric, Aamir Akhtar, chief executive officer, Denim Fabrics, Arvind Limited said, "So far we found there was genuine dearth of branded denim fabric for the masses, especially in the work wear category. With this offering, we are providing zero maintenance, long lasting and value for money. The RTS denim fabric can be used to make casual chinos as well as jeans. While our new offering is designed to suit the needs of every consumer segment, we hope to make inroads in the Indian work wear."
Both the ranges are available in two different packaging forms - 1.3 metres RTS pack and the 'thaan or taka' (fabric roll) form with over 100 different shades, weaves and textures. With a view to offer 'value for money' for the masses, Arvind Limited has fixed the price point between Rs 299 and Rs 450 per pack for RTS denims. Compared to conventional denim jeans that weigh 12-14 ounces, RTS denim fabric weighs around 8 ounces, said Akhtar.
Elaborating more about the product, Rakesh Trivedi, marketing head - Arvind Intellifabrix, said, "Unlike traditional denim fabric available in roll form, special treatment and finish given to Arvind Intellifabrix range allows a local tailor to stitch the trouser. We are also providing accessories like branded buttons, zipper, labels, rivets and even pocketing fabric with the Arvind Intellifabrix pack."
According to Subir Mukherjee, head, sales and marketing, Denim Fabrics, Arvind Limited, around 60,000 metres of Arvind Intellifabrix is currently being manufactured. With 100 million metres of denim being manufactured annually, Arvind Limited is the largest denim manufacturer in the world. The company expects a growth rate of 12-15 per cent for the financial year end 2009-10.