After a 25-year journey in India, Arrow aims for a wider brand footprint

The urban lifestyle shirt label from Arvind Fashions targets a bigger slice of the market outside the metros

“If the shirt is not right, a handshake can go terribly wrong,” proclaimed an early, tongue-in-cheek ad designed for Arrow Shirts, when launched in India in 1993. The accompanying visuals professed sartorial advice for gentlemen with detailed instructions on how many inches a shirt sleeve should extend out from under a jacket and so on. Twenty five years later, the brand, which has grown beyond being the mainstay of only the premium is taking a different tack. With an 82-year old model who reinvented his life after retiring 25 years ago, the brand is offering up a new narrative—one that