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Denim salwar & saris to beat recession blues
Nov '09
A five-pocket jean is not going to work for a villager. Companies need to modify the product, to match with the requirement of every consumer.

Mr Sanjay Shrenik Lalbhai, Chairman and Managing Director of Arvind, said the Rs. 2,700-crore firm will soon launch denim salwar-kameez and maybe even sarees, as it bets on the domestic market to beat the global blues.

He further added, “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”.

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Fibre2fashion News Desk - India

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