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Raymond coming up with khadi range on Oct 2
20
Jul '17
Raymond is all set to launch 'Khadi by Raymond' on October 2, 2017. The range to be launched will be in the mid to premium segment, price beginning from Rs 700 onwards for a metre of fabric. Raymond was the first to forge partnership with Khadi & Village Industries Commission (KVIC). It will now promote the fabric in India and global markets.

"We have decided to launch the khadi range on Gandhi Jayanti on October 2. We will launch it through 300 exclusive stores and about 10 KVIC stores across India. It will be introduced to international markets also in near future," Raymond VP & head sales Ram Bhatnagar told a news agency.

"The range will be in the mid to premium segment," he was quoted as saying.

On opening of exclusive Raymond Khadi stores in future, he said "Initially not, but we cannot rule it out in future. We have to be cautious about expansions due to supply limitations. As the products are 100 per cent handmade, production cannot be raised in short period."

Raymond will also offer premium product Khadi lines including suits. All Khadi items will be 100 per cent hand woven and handmade, the report said.

The company is initially working with 40 khadi clusters across India and will expand gradually. Raymond will procure silk fabric from Murshidabad and muslin cotton from South India khadi clusters. Under the partnership, Raymond has guaranteed a minimum procurement of Khadi and Khadi products for a period of five years with primary purchases in muslin cotton, wool blends and silk.

The company will also bring in design interventions at Khadi manufacturing clusters along with technical expertise.

Raymond to expand region based fabric branding

The company has decided to continue with regional fabric brand initiative which has reaped dividends since its introduction in 2016. Raymond recently launched Glanzo collection, meant only for the West Bengal market ahead of the festive season.

“We have introduced region-based brands like Glanzo to suit the taste of particular region. We have done this in southern markets recently and will extend this strategy in other markets too,” Bhatnagar was quoted as saying.

The strategy has resulted in additional sales of five to seven per cent as it caters to the taste of local consumers. The Glanzo collection will be available in over 40 Raymond stores, 50 leading multi-branded outlets and small retailers in the state.

The company is focusing on smaller towns and has decided to open 300 smaller format exclusive stores over the next two years in tier III and IV cities, the report said. (SV)

Fibre2Fashion News Desk – India


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