Thursday, 2 August 2018

Tendulkar aims to take his Arvind joint venture True Blue brand to global market

Tendulkar aims to take

Sachin Tendulkar is planning to take his formal apparel brand ‘True Blue’ to the overseas markets like the USA and the UK. True Blue is a joint venture between Sachin Tendulkar and the Lalbhai Group company Arvind Fabrics.
“Whenever I travel, I am not surprised to see made in India tag in clothes. So why not an Indian brand in those markets?” Sachin has told Economic Times in an exclusive interview. The True Blue apparels are also sold through 75 outlets in the country. Brand’s creative team travels extensively from Kashi to Kashmir and Rajasthan to soak in the “energy” of these regions and create the collection, says Sachin and adds that he was personally involved in the design process. Tendulkar gives his inputs and he should be comfortable in the same clothes – from colour and cut to style.
True Blue is a menswear label, states the ET reports, mixes Indian dyeing and cloth-making techniques with western styling. It was launched in 2016 and has eight standalone stores across the country.
Sachin Tendulkar is the only cricketing connect for True Blue – the fashion brand. Tendulkar has also shared the thought behind establishing True Blue cricket as a global brand that is not just for a cricket-playing nation. “In the second innings of my life, there is no 75-yard boundary line that we need to set. We have a bigger playfield in terms of markets and merchandise,” Tendulkar added, as mentioned in the daily.
True Blue has potential to foray into women’s wear segment as well. J Suresh, CEO of Arvind Brands & Lifestyle has revealed that the brand could be expanded to women’s wear, India-inspired stationary and accessories as well. The brand managers have not put a timeline on the expansion plans.
True Blue will be the first of the Arvind group brands such as Flying Machine, Excalibur and Ruggers to enter the global market.
Arvind is the other part of True Blue, which is a joint venture between Tendulkar and the company. Arvind, the country’s largest textile company was founded in 1931. It eventually diversified into high-margin retailing business and now runs outlets of multiple brands including Sephora, GAP, US Polo, and Arrow as either licensee or as JVs.
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