JCT launches Tyrock for men

JCT, the flagship company of the Thapar Group that manufactures textiles and filament yarn is now moving one step higher in the value chain. The company has stepped into the branded apparel space and launched a premium men’s fashion brand called Tyrock. It’s a lifestyle brand

and will have casuals, semi-formals, sportswear, T-shirts, jackets and accessories for men.
Tyrock will set new merchandise standards in design, fit and finish and will be backed by strategic marketing plans to help carve out a strong market share, says the company. The idea behind launching it was to give the value addition of their textile production competency into garments. They feel the fabric strength will automatically push the brand one step ahead of competition. Tyrock will create a brand which offers premium quality merchandise at an affordable price. Before stepping into this space, the company identified a gap in the casual and sportswear category market in terms of quality and price segmentation. There were only two main brands cluster, one with high-quality merchandise at premium prices and one in discount formats at economy prices. Tyrock will fill that gap, they feel. The brand strategy will be to offer different products in various prices. The objective is to continuously innovate, and to bring new styles, cuts and fabrics to the market.
JCT plans to open exclusive brand outlets (EBOs) to sell Tyrock. They are looking to setting up more than 100 EBOs in the next three years. Aimed at 18 to 40 years old, the products will be a mix of trendy, stylish and basic clothes. JCT says the target consumer will be mainly the middle-class who is highly brand conscious and price sensitivity. The brand will also be launched in Tier-II and Tier-III cities across north India. It will be followed with a phase-wise launch in other parts of the country. As of now, three stores have already been opened. They are in Chandigarh, Phagwara and Ludhiana.