Arvind unveils premium fabric Primante

One of India’s largest integrated textile and branded apparel company, Arvind, has launched its premium worsted suiting brand Primante. It is a combination of Australian Merino wool and Italian design conceptualised by Arvind for the urbane and affluent Indian customers. The textile major hopes to capture a 10 per cent market share of the Rs 2000 crores worsted suit market in the next three years and 20 per cent in the next five years.

Primante has all wool and wool rich fine count fabrics ranging from Super 120s to Super 200s with blends like silk, mohair, lycra, linen and innovative poly filaments. There are also fabrics for sport coats, tweed jackets and business coats. Quality control is high and the designs have a touch of European fashion. Primante worsted suiting fabric will be sold through Arvind’s exclusive brand outlets The Arvind Store. Also, the company aims to expand its exposure in high-end Made to Measure customer suits business for India and global market through its venture Creyate.

In the first year of Primante launch, 200 EBOs and 200 direct to retail outlets will be covered. In the next three years, Primante’s presence will be gradually increased across 1000 MBOs. In the fabric category, Arvind is currently present across more than 200 Arvind stores (EBOs), 1500 plus Direct to Retail (DTR) outlets, 10,000 MBOs and 15 Made to Measure (M2M) outlets.

Arvind posted a 14 per cent increase in its net profit to Rs 110 crore in the quarter ending March 2016 as against Rs 97 crore in the same quarter a year ago. The brands business continued to demonstrate strong growth with 30 per cent CAGR for Q4.