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S Kumar’s launches Tamariind ready-to-wear brand

17-April-2001
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S Kumar’s launches Tamariind ready-to-wear brand

S Kumars Nationwide has been forced to launch a new ready-to-wear brand, Tamariind, in the wake of a copyright infringement rights case brought against it by a little-known Bangalore-based retail store.

S Kumars had recently launched its first readymade brand Cinnamon in September last year. Subsequently, the Bangalore store took S Kumars to court claiming it was the true owner of the Cinnamon brand.

Targeted at the middle and upper-middle segment of the market, Tamariind will be a "total solutions" brand for men, Kasliwal said. Explaining the reason behind the name, he said, "Tamariind represents a peppy, vibrant and trendy image."

The company has roped in Bollywood sensation Hrithik Roshan as its brand ambassador for an undisclosed amount. Roshan was earlier the ambassador for Cinnamon.

The brand will offer men's clothesline ranging from shirts, trousers, jeans, blazers, suits and T-shirts to socks, ties and belts. The shirts will be priced between Rs 495 and Rs 1,000 and trousers between Rs 550 and Rs 950.The company will spend a substantial amount on advertising and promoting the new brand.

Tamiirind will be available over 1,800 stores across the country. The ready-to-wear market is estimated at Rs 15,000 crore with the men’s wear alone accounting for around Rs 5,000 crore.

The company is also extending its worsted fabrics brand Reid & Taylor to readymades. It cornered around 10 per cent of the market in a year. The brand became popular after a high decibel advertising campaign in the electronic media.

Kasliwal expects the ready-to-wear division to contribute around Rs 400 crore to the company’s turnover over the next three years.

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