Grasim unveils ready-to-wear range for S/S’15

Popular men’s wear brand Grasim has launched a ready-to-wear range for Spring/Summer 2015, targeted at Tier II and III cities. Part of the Aditya Birla Group, the company aims to take advantage of rising brand and fashion awareness with their affordable yet fashionable garments by marketing them in smaller towns.

Created in summer-friendly fabrics like 100 percent cotton and cotton blends, linen and poly viscose fabrics, the range takes inspiration from traditional tailoring skill to offer styles that would match sensibilities of today’s generation. The range is multiple shades of exotic yellows, bold reds, rich browns and colonial greens, and offers casual, formal and semi-formal shirts, trousers and T-shirts.

After announcing aggressive retail plans in Tier II, III cities, last year, the 15-year-old textile brand, ventured into the ready-to-wear segment just three years back; starting from northern region and later making a foray into eastern India market. The plan is to focus retail expansion in central India, particularly Uttar Pradesh, Madhya Pradesh, Bihar and Jharkhand.

Grasim has also partnered with American e-commerce major Amazon to retail an exclusive range of men’s apparels, which are not available in physical retail stores. With an aim to establish Grasim as one of the top national brands in the affordable and fashionable apparel category, the company has been working on different apparel ranges starting from Rs 700 to Rs 1,500.