Oxemberg Reverse Stitch

 When Oxemberg, the Rs 65-crore menswear brand from the Rs 400-crore Siyaram Silk Mills stable, was launched in 1992, there was a clear strategy: it wanted to target the B- and C-class towns (population between three lakh and five lakh, and one lakh and two lakh respectively).

 The reason: 70 per cent of the garments market here was dominated by customers who bought cloth and got it stitched by the neighbourhood tailor. They couldn