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Apparel brand Wearit gets into a strategic alliance with TENCIL

03-May-2002
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Apparel brand Wearit gets into a strategic alliance with TENCIL

Minita Kumar

Wearit, the Kolkata based exclusive brand of fashionable western wear for women, recently announced its strategic alliance with TENCIL Ltd. TENCIL, the lyocell fiber brand of the multinational fiber group Acordis, is associated with renowned brand names like Zara, Banana Republic, Liz Clairborne etc. TENCIL based fabrics will be sourced for the Wearit label, giving the Indian women a homegrown brand, which is at par with fashion brands from overseas, yet affordable.

"The Indian women wear market has a lot of potential", says Mr. Prem Sadhwani, Country Manager, TENCIL Ltd. India. "The market is a huge at Rs.16000 crores and is growing at 9% per annum, of which only 2.5% is occupied by the western wear. We intend to tap this potentially untapped market."

Launched in March 2002, Wearit is targeted at the fashion conscious Indian women in the age group of 15-35 and is available at all Shoppers Stop outlets throughout the country. On asked about Wearit''s promotional plans, Mr. Manish Kumar, M.D, Wearit Global Group said, "We are going to focus primarily on below the line activities that will start on the 31st of May in Shoppers Stop. All the activities will be handled by Eventus event management company. Celina Jaitley is the official brand endorser for Wearit and will be present on all the in-store promotional activities. We intend to position Wearit as an international brand at an affordable price and Celina''s image is in line with the brand''s core identity."

Wearit claims to be the first organized western wear brand for women in India and is crafted by 4 designers from across the country. Presently the label Wearit is present only in the Shoppers Stop outlets. Apart from launching the label in multiple brand outlets like Lifestyles, Ebony etc., the company plans to launch its exclusive outlets by the name of ''Wearit Boutique'' in at least 5 cities in India, for which it intends to invest a total of Rs.50 lakhs.

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