VF Arvind to introduce more global brands

VF Arvind Brands, the joint venture between the US-based VF Corporation and Arvind Brands, is in the process of introducing more international brands from the VF Corporation portfolio in India.

The brands -- Hero and Riders -- are 60-70 year old brands and have a wide range of products such as caps, shirts, T-shirts, belts, knit and woven tops. While the company has already introduced Hero brand through Metro Cash & Carry about 10 days ago, it is yet to launch Riders.

These brands will be sold through the multi-brand outlets and departmental stores.

"We are currently working out a detailed marketing strategy to establish our existing brands --JanSport, Kipling and Nautica, launched earlier this year, and then bring other international brands to the country. In next three to four years, we will bring the entire range of brands from VF Corp to India," said Darshan Mehta, CEO, VF Arvind Brands.

At present, VF Corp has over 55 brands in its portfolio of which Lee and Wrangler have presence in India since the last 10 years.

"We are constantly looking at opportunities to bring brands to India. The biggest challenge for us is to get the proper real estate in major cities," he said.

Hero and Riders will target the mid-market segment in India. The brands will be priced in the Rs 700-1,200 range, Mehta said. While other three brands "" Kipling, JanSport and Nautica are placed in the super premium category.

The JV company, in which Arvind Brands holds 40 per cent stake, is aiming at 30 per cent growth and end the current year at $45 million (Rs 200 crore) and expects the growth to continue in the next financial year.

The company is also plans to acquire local brands in the country.