Textile majors mull launching own brands

Textile companies in the country are gearing up for a role switchover. From catering to the top textile brands in the world such as GAP, Levi's, Marks & Spencer, Docker's among others, textile majors in the country such as the Arvind Mills Ltd, Ashima Ltd, Welspun India Ltd and Aarvee Denim and Exports Ltd are now concentrating on launching their own brands and marketing them in the international as well as the domestic markets.

While Arvind Mills Ltd is planning to launch its own brand in the US market, Ashima Ltd aims to enhance its brand presence with its own brand Icon and Logo.

Similarly, Aarvee Denim and Exports Ltd is planning to launch its own brand under the brand name 'Adem'. Also, Welspun is mulling to invest substantially in brand development and is considering retail initiatives along with global distribution alliances.

"We have been supplying to the leading brands in the UK and France. But we are planning to launch our own brand for garments under the name 'Adem', while 'Amtex' brand would be retained for our fabric sales. It might take time. We are assessing the markets and a lot of investment is required to launch a brand," Vinod P Arora, chairman and managing director, Aarvee Denims and Export Ltd told Business Standard on Monday.

Welspun India Ltd, which is among the leading companies in the home textile segment, has decided to allot equity shares and warrants at a face value of Rs 10 with a premium of Rs 120.25.

The funds thus raised will be used for brand development and retail initiatives in India as well as to form global distribution alliances. It is also learnt that the company is in talks with leading marketing companies in US for global distribution.

"The company's retail initiative 'Spaces' has recently opened its first 'Spaces Home and Beyond' store in Inorbit Mall, Mumbai. It now has five exclusive brand outlets in India, where the company will retail Tommy Hilfiger products besides its own," said a company's spokesperson.

While 'Spaces' would be positioned in the mid-priced segment, products from Tommy Hilfiger will cater to the premium market.

The company also has an ambitious plan of opening 125 retail stores over the next three years. This will require an investment of Rs 50 crore (Rs 500 million).

According to industry sources, the Ahmedabad-based Rs 1,450 crore (Rs 14.5 billion) denim major Arvind Mills Ltd, which supplies denim to leading brands like GAP, Levi's, VF Corp, Liz Clairbone, and Espirit among others, is planning to introduce its own brands in the international market. However, the company has not yet decided on the brand name.

Ashima Ltd is also considering brand development and seeks to increase its brand presence in India and abroad. However, the company's official refused to comment over the issue.