How do you plan to expand your market?

A five-pocket jeans is not going to work for a villager. Companies need to modify the product, not just ape the Western world. Why not have a salwar suits and sarees made out of denims? We need to have a connect with the consumer. You cannot just cater to the trouser-wearing women.

So far, Indian companies have associated the fabric with a form. Denim is not just about jeans. That's a Western phenomenon. But we are in India. We can have a bandhani saree in denim and a patan patola in denim. We (Arvind) have made a ready-to-wear saree for young girls who are not able to wear a saree properly. We have not test-marketed the product yet as we are keen on a denim salwaar-kameez first.

Indians love colours. We have to come out with newer products to grow the market. We are just launching a ready-to-wear pleated trouser. The product will be targeted at those who are not comfortable with jeans, but won't mind a trouser form.

By: ET Bureau

Originally published in "The Economic Times" dated September 29, 2009