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Indus Clothing to market Rifle jeans
19
Oct '06
After parting ways with foreign brand Lee Cooper, Indus Clothing Managing Director Harpartap Singh is joining hands with Italian jeans brand Rifle, as part of an exclusive licensee agreement with the ¤175 million Super Rifle spa to produce and market the brand in India.

This new joint venture targets youngsters in the age group of 16-33 who prefer edgy new brand messages. Rifle jeanswear is priced in the range of Rs1,300 - Rs2,500 because it is a regular brand in Italy plus the quality of finishes, fabric and treatment work out at a little premium here.

Law & Kenneth is taking care of the advertising campaign and has already made impressions with outdoor posters and the like.

Singh wants to complement the Rs3 crore brand which is building budget with well thought out precision targeting.

Indus Clothing is planning to have 20 stores by 2007 in bigger cities including Delhi, Mumbai, Bangalore, Hyderabad, Chandigarh, etc. and 40 stores by 2008 in smaller cities.


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