Arvind eyes 20% biz from its new Dynamo, Universal denim range

Cashing in on the stretch denim demand, Arvind Ltd. is looking at close to 20 per cent of its denim fabric sales from its newly launched Dynamo and Universal Denim in next few months. Incorporating advanced technology in making stretch denim fabric, Ahmedabad-based Arvind Ltd. recently launched two new varieties of denim, namely Dynamo and Universal.

While Dynamo Denim has improved properties of dimensional stability and consistently low shrinkage, the 'Universal' variety looks to cater to the sustainable yet fashion demand among denim users.

Dynamo Denim is a fresh collection with innovative commercial fabrics that outperform current stretch denims. The product retains its recovery and stretch feature that are normally lost in standard stretch denims. Also, it maintains the fresh out of the dryer shape without any bagging or sagging, even after multiple uses.

On the other hand, effective application of process chemicals enables uniform application of functional aqueous chemistry to the 'Universal' denim with less than half the water required by conventional systems, thereby making it non-toxic.

"While we have just launched these two new varieties which focus on stretch as well as sustainability of denim, we expect about 20 per cent business coming from them in near future," said Subir Mukherjee, head-marketing, Arvind Ltd.

The new range of denim fabrics are being offered at a price of over Rs 200 per metres to garment convertors and brands.

"In India, the gender ratio in denim stands at 70:30 for men and women. Among these, about three fourth of men prefer stretch wear in denim. Dynamo Denim has created an opportunity for re-engineering men's denims by providing options of enhanced comfort and performance in its stretchability. With 'Universal Denim', it is possible to stay at a deep dark shade in a basic rinse wash jeans, or go to wash downs with cleaner optics and a super flat look in all degrees of wash," said Mukherjee.

Both the varieties have been launched specifically for the domestic market, which forms close to 50 per cent of Arvind Ltd.'s nine million metres per annum denim manufacturing business. Arvind Ltd. pegged a turnover of roughly Rs 1,600 crore for its denim business in fiscal 2011-12.