| "After a long, careful and detailed search, Diesel has chosen to partner in this initiative with Arvind, one of the main players in the textile market, known for its successful launch and development of American brands in the local market," Arvind Mills said in a statement to the Bombay Stock Exchange (BSE). |
| The Arvind group has licensing and JV agreements with various global firms to bring in Arrow, Gant, Tommy Hilfiger, Lee, Wrangler, Nautica, Kipling, Jansport, Hero and Rider. |
| Diesel India Fashion Arvind, which will be headquartered in Bangalore, will start its operations by opening two flagship stores, one in New Delhi and the other in Mumbai, by the end of this year. Diesel plans to open 15 stores within the next three years. |
| Darshan Mehta, CEO, Arvind's JV with VF Corp, said the new company would look at standalone stores and the investment per store would be around Rs 3 crore. Mehta, however, did not give a total investment figure, saying it had not been frozen yet. |
| Sanjay Lalbhai, MD, Arvind Mills said, "Over the last few years, Diesel has truly created an alternative to luxury fashion. The prospect of bringing Diesel to the Indian inspirational consumers is indeed exciting. It is also a matter of great prestige for Arvind to partner with Diesel." |
| Diesel is not likely to have too much competition in India as it will start at Rs 9,000 and the higher-end Diesel line called Diesel Design Lab will start at a much higher Rs 15,000. |
| Almost all the international denimwear brands that are present in India such as Gas, Guess and Levi Strauss start at a much lower price. Only Hugo Boss' Orange label starts at a similar price, but the brand is not present in India in a very big way. |
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