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Neva Garments to launch 'Talking Buddies' T-Shirts
Jan '12
Ludhiana-based Neva Garments will launch a new line of theme based t-shirts “Talking Buddies” in February, under the brand name 'Live Free', which are focused on the area of wellness. The brand has been targeted at the youth segment and will be initially launched in large format stores.

Neva is credited with introducing thermalwear products in India, which are light in weight and easier to maintain than their woolen counterparts. Alongside the company also introduced a range of innerwear and lingeries.

Neva Garments is a recent recipient of the 'Best Medium Enterprise' award at the D&B-Axis Bank Business Gaurav SME Awards 2011 and has posted revenues of Rs one billion in the current fiscal.

Providing details of the new product line to fibre2fashion, Mr Vishal Jain, CEO of Neva Garments said, “The new range of T-shirts called “Talking Buddies” is not only about a T-shirt or a garment, it's a buddy. When one is low, sad, upset, etc., our products act as a buddy. They mentor, guide and put a smile back on the face”.

Continuing further he said, “The range is targeted at the wellness segment, a very important area to people in their lives. We will keep launching different kind of fabrics and designs which are sexy and breathable.

Speaking about the thermalwear business, in which Neva is a market leader, he explained, “We have done good business, but not in the same way as anticipated. Retailers place orders only if the temperatures dip in December otherwise, January is lean as they do not take place orders lest the inventory is carried over in to the next season. These impact sales and volumes”.

Elucidating on consumer preferences he said, “Since winters are shrinking, consumer's preferences are also changing. People wear winterwear for just 15-20 days so the same product is reused for 2-3 seasons. So we are actually researching and studying the consumer behaviors in order to create a future for our products and brands”.

Fibre2fashion News Desk - India

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