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Shri Lakshmi Cotsyn sets up exclusive DFYI stores
Jul '11
Shri Lakshmi Cotsyn Ltd has set up two new exclusive outlets for its readymade clothing line DYFI. The outlets have been launched at Delhi's V3S Mall and at MGF Gurgaon. The company will be opening more such DYFI exclusive stores in other metro cities, State capitals and Tier II cities.

The diversified group which engages in a range of safety textiles for defence and paramilitary forces and other textile products said of DYFI - an abbreviated form of 'Do You Fit In' - to be a denim brand targeting the youth of emerging India.

The brand would comprise of various denim wears like cargos, tees, shirts, jeans, shorts and casual trousers. Manufacturing of the clothing line would be undertaken at company's Roorkee, Uttaranchal-based facility, which has an annual production capacity of 6.6 million pieces.

Mr. Dileep Bajaj, Executive Director of Shri Lakshmi Cotsyn Ltd, speaking at the launch of the two outlets, said that there are several denim players in the market, but they could broadly be characterised as high-quality branded denim apparel producers and economical brands, which results in a need for availability of premium products at reasonable price.

In order to capture this market, Mr. Bajaj said, they have aggressively priced DYFI and would give the customers a strong reason to revamp their wardrobe.

He stated that they have already embarked on distribution of the DYFI apparels through multi-brand outlets in Haryana, Punjab, Himachal Pradesh, Mumbai, North East, Delhi and Andhra Pradesh and are anticipating positive response from people.

Mr. Sharad Agrawal, Business Head–Retail, Shri Lakshmi Cotsyn Ltd echoing similar view, said that premium quality and aggressive pricing are the brand's main USP, as they are targeting the mid-segment denim wear industry which has a growth potential of around 20 percent.

Fibre2fashion News Desk - India

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