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Ekru expands retail business with eco-clothing
Apr '10
With the increasing demand for 'green' products especially among the rich, Kolkata-based Indian ethnic wear brand, Ekru, intends on tapping this side of the society by widening its range of apparels created from fibres, free of chemicals and pesticides.

According to Ekta Jaipuria, Co-founder Ekru, “Our key focus for the future is on eco-clothing as its demand is slowly growing among the conscious buyers in India.” In the coming spring-summer season, Ekru will display their new collection of natural garments, made from cotton and fabrics, not containing any chemicals and pesticides.

“Three years back, Ekru had displayed a range of such garments and due to an increase in demand, they will now increase the line. Also, such garments are already well-liked in the West and it is slowly picking up pace in India”, said Jaipuria.

With a range of regular Indian wear such as, tunics, churidars, kurtas, sarees and lehengas priced in a range of Rs 2,500 – 40,000, while, the brand's eco-clothing range is likely to be priced at a higher rate.

As a part of their expansion plans, Jaipuria said, the firm is also launching its never-before-seen garment range for teens and youth. This collection is said to have key features such as asymmetrical hemlines, brighter colours and use of lighter fabrics.

Other ways of expanding their firm is by doubling sales point to over 40 outlets in this fiscal year, through, both, multi-brand and exclusive outlets.

Fibre2Fashion News Desk - India

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