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Innerwear brand TT Limited revitalising its image
01
Aug '12
TT Limited, the household name for innerwear in India, is gearing up to revamp its brand image. Started in early 1960s, the company is one of the leading players in the Rs. 100 billion branded innerwear industry.
 
Speaking to Fibre2fashion, Mr. Sanjay K Jain, the Managing Director of the company, confirmed, “We are going for a complete revitalization of the brand by making it much vibrant, younger and sleek. We are increasing our product profile in order to provide a complete range for all genders in the inner and basic causal knits category.”
 
Further emphasizing on product promotions, he says “The brand’s presentation and designs are being completely modified and a significant weightage has been given to the digital media to reach out to the younger population. We have also adopted a trendy tag line-‘Zindagi is good’ for the brand.”
 
Talking about TT’s current retail presence and future expansion plans, he apprises, “Apart from the usual multi-brand outlets, we have opened a few exclusive stores and are also working on e-commerce and organised retail chains in the country.”
 
“Overseas, we are looking to enter the Middle East and African markets, where we have made some inroads through advertisements,” he avers.
 
Revealing about the USP of TT brand, Mr. Jain says, “Our USP is clearly providing value for money. Our efforts are to provide a better product to meet the aspirations of the common man without making it too expensive.”
 
“We follow a cost plus pricing policy rather than pricing what the consumer is ready to pay,” he concludes. 
 

Fibre2fashion News Desk - India


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