| Royal Classic Group, the Rs 220 crore Coimbatore-based textile company, has acquired ‘Smash’ brand from a Mumbai-based textile firm Abbee Company.
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| ‘Smash’ in its earlier avataar during 90s was know for its range of t-shirts. Royal Classic will use ‘Smash’ brand to foray into innerwear segment in the first phase and this will be followed up with sports wear at a later stage.
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| Royal Classic has a men’s lifestyle brand ‘Classic Polo’ which has a decent presence in few of the Southern markets.
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| Said R Sivaram, executive director, Royal Classic Group: “Classic Polo has captured a market share of 25 per cent in the branded knitwear segment in four years. This has given us confidence and vision to launch our second brand in the domestic innerwear market.”
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| Royal Classic is looking at a turnover of Rs 300 crore for 2005-06, in which Classic Polo will contribute Rs 35 crore, and Smash Rs 20 crore.
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| While the rest from textile products and exports. Commenting on the strategy for Smash brand, Sivaram said Royal Classic will be able to offer competitive pricing as it is among the few Indian brands backed by 100 per cent vertically integrated infrastructure from cotton cultivation to garmenting.
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| “We will be able to save cost at each point of the value chain, while maintaining good quality. The pricing for Smash range of inner wear will vary between Rs 48 to Rs 140 a piece,” he noted.
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| Royal Classic is earmarking Rs 4 crore for brand building activities for Smash and is looking at Rs 100 crore sales for this brand by end of 2008. |
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