Shri Lakshmi Cotsyn launches DFYI

Do You Fit In (DFYI) is a new denim brand launched by Shri Lakshmi Cotsyn. With jeans, shirts,

casual trousers, cargos, shorts and tees, DYFI, is targeted at India’s young consumers. Shri Lakshmi Cotsyn, a diversified group offering a range of textile products and safety textiles for defense and paramilitary forces, launched two exclusives stores at MGF Gurgaon and V3S Mall Delhi, for DYFI recently. The brand is also available at MBOs in Punjab, Haryana, Himachal Pradesh, New Delhi, Mumbai, Andhra Pradesh and the Northeast. After opening the three stores in Delhi-NCR now the group is looking at other metros along with state capitals and other class I-II cities.

Sharad Agrawal, Business Head–Retail says the brand is targeting the mid segment jeans wear industry which has around 20 per cent growth. Quality product and aggressive pricing are the USP of the brand with denims priced at Rs 999 to Rs 1,499, shirts at Rs 899 to Rs 1,299 and T-shirts Rs 399 to Rs 599, the DYFI venture provides Shri Lakshmi Costyn forward integration opportunity. Shri Lakshmi Cotsyn, set up in 1993, is a diversified group engaged in a range of textile products. It manufactures various technical textiles which include fusible interlining fabrics, high altitude fabrics, PU coated fabrics etc. Apart from this it produces suiting and shirting, cotton interlinings, linen cushioning, terry towels. The new denim brand will be produced at the company’s Uttaranchal facility which has a capacity of manufacturing 6.6 million pieces per annum.