Apparel major Arvind Limited, has announced its aggressive plans to put its premium fabric brand ‘Tresca’ on a fast growth track. As part of this strategic initiative, Tresca’s growth will be fuelled through aggressive new product launches and the surge in its distribution network, the company in a press release said.
Tresca will be introducing two new fabrics – Immaculate and Tencel. The newly launched Immaculate is the world’s first non-iron fabric with a rating of 4DP while Tencel is a blend of cotton and tencel, and is 100 per cent natural. By targeting aggressive penetration in Tier-two and Tier-three cities, Tresca will increase its distribution by 10 times from 1100 to 10,000 outlets in next two years.
Following the launch of ‘Immaculate’ and ‘Cotton Tencel’ under the brand Tresca, Arvind plans to launch all categories of products under Men’s fashion wear.
“We have put our premium fabric brand Tresca on a fast growth track with an intention to double the revenue in next two years. The growth will be fuelled through new product launches under Tresca brand, penetration into Tier-two & Tier-three cities, through vast network of 10,000 outlets and entry into select overseas markets like Bangladesh, Dubai and Indonesia.” Susheel Kaul, CEO- Lifestyle Fabrics, Arvind Limited said.
Commenting on the growth, Shridhar Soni, head-sales and marketing Arvind DTR business said “We have a very clear roadmap in mind which has started reflecting in our operations and strategy. We now have new products launches and aggressive channel schemes”.
The company is aiming to make Tresca a Rs 250 crore business by 2020, a fivefold jump from its current size, as the textile company pushes Indians to take to customised clothing. “With more Indians taking to tailored shirting, we see immense potential” for the brand, Soni said.
