Arvind Fashion Brands, Sachin Tendulkar team up to launch True Blue

Sachin Tendulkar in partnership with Arvind Fashion Brands launched a premium menswear and accessories brand True Blue. The company will launch 30 stores in five years and target a turnover of Rs 200 crores.

The first store was launched in Mumbai. The apparel range has been designed keeping in mind Tendulkar’s persona and showcases over 300 styles. With True Blue, Arvind Fashion Brands aims to make the menswear category unboring and more content fashion driven. True Blue is the third brand under the Arvind Fashion Brands, which was set up in 2015. The other two brands are Prym and Shuffle and they are both digitally driven labels. True Blue, on the other hand, will follow an offline and online model. Interestingly, the offline launch has come strategically in conjunction with Arvind’s recent launch of its omni-business initiative Nnnow.com.

Menswear is the largest segment in India’s apparel market, accounting for approximately 42 per cent of the overall segment and is expected to grow at 8.5 per cent in the next five years.