Reliance to revive Vimal with Rs 600cr thrust

Reliance to revive Vimal with Rs 600cr thrust

Author | Source: Business Standard | Friday, Feb 09,2007 8:23 AM

Reliance to revive Vimal with Rs 600cr thrust

In an attempt to revive the once popular Vimal brand, Reliance Industries (RIL) has earmarked an investment of Rs 600 crore, which will include retail network expansion and promotional campaigns.

Sources said the Mukesh Ambani-promoted firm is giving an impetus on its textiles division, for which it will invest Rs 500 crore on retail expansion and another Rs 100 crore for brand revamp and promotion.

About 20 luxury stores for the Vimal brand will come up in four metros in the next two-three months, while another 500 stores would be set up across the country over the next one year, the sources said.

The company has roped in Italian designer Maurizio Bonas to give the brand an international touch and has been training master tailors from across four metros as it looks to refine design skills.

"We would be relaunching the entire retail identity of Vimal and make it relevant to the modern consumer," PS Rajiv, general manager (retail), textile division, RIL, said. The brand would continue to focus on mens formal wear.

The company will be relaunch the Vimal brand around April-May this year, but its popular tagline 'Only Vimal' would be retained, he added.

Rajiv said the Vimal and planned to make it more contemporary with an international look.

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