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Organic clothing brand UV&W completes family wear range
Jul '11
UV&W, India's first organic cotton clothing brand plans to launch a children's wear range, to become a brand offering the complete family wear range. The brand offers a complete range of products to its customers like, cotton sweaters, lounge wear, sweat shirts, bermudas, t-shirts, innerwear, capris, tops and nappies, tops and rompers for children.

The brand which posted a turnover of Rs 40 million in the previous fiscal year has its own production facilities, starting from yarn/fabric dyeing, knitting, processing to printing to ensure, quality and deliveries on time. The colours and designs too are done in-house.

The garments are Global Organic Textile Standards (GOTS) certified by Control Union from The Netherlands. The company ensures stringent checks at all stages from purchase of organic cotton yarn to sales of garments as per the guidelines and standards stipulated by GOTS.

Fibre2fashion spoke to Mr Rajesh Arora, Regional Sales Head - Venus Group, which owns the UV&W brand. He said, “We are turning our stores in to a complete family clothing destination. However, we will be selling only menswear and innerwear for men, women and children through our network of MBOs”.

Giving information about new product launches, he revealed, “This year we have introduced one product in thermal wear. All the other players in the industry are making use of 160-180 GSM fabric but, we have started making use of 250 and 300 GSM. Also, this year we have launched a product line in 380 GSM with lycra. The thickness of the fabric of the product speaks for itself.

“The maximum demand for these products comes from customers who have sensitive skin like, infants and old-age people. There are a lot of thermal wear brands in the market, but our thermal wear products act like a shield against cold. Being an organic product, they give a lot of warmth without harming or affecting the skin.

“We noticed that, when we came up with a 250 GSM product, people were satisfied and when we came up with 300 GSM products they were more satisfied. Higher altitude areas like Srinagar, Leh-Ladakh, Mount Abu, etc. are very low temperature areas; hence our products can be used as regular wear.

“In Punjab also, we noticed that, when direct consumers came to us and saw our products, they were impressed and also showed great interest, subsequently due to which a very good demand was generated. In northern India, we have launched organic cotton sweaters to be sold through MBOs. Next season, we will launch undergarments in northern India and throughout the country”.

Speaking about their expansion plans, he said, “We are not coming up with more EBOs, but we have our distribution network and hence we are freely available in the market. After some time, we will decide if we would like to increase the store count of EBOs”, he winded up by saying.

Fibre2fashion News Desk - India

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