Arvind eyes women denim wear

It's ladies first for Arvind in denim. Inspired by some global numbers and trends (women wear in denim forms 65 per cent), the Ahmedabad-based denim major is now looking to please the ladies in the coming few years.

While the same is evident with the launch of its excel denim fabric (in association with Birla Cellulose), the company is hinting at strategic focus towards women denim wear in the near future.

"Globally, close to five billion metres of denim is produced, three billion or 65 per cent of which forms women wear. In India, it's the opposite. Of the 400 million metres of denim consumed domestically, 85 per cent is aimed at men's wear while the rest is distributed among women and kids. However, going forward, women wear is the direction we intend to take. While currently, stretch and soft fabrics meant for women forms only 25 per cent, in the next two years we want to take it up to over 35 per cent," said Aamir Akhtar, chief executive officer - Arvind Denim.

According to Akhtar, soft and stretch fabrics which are meant for women buyers has lately been the focus of the denim industry globally. The company intends to take definite steps towards the segment in the next 2-3 years. "After excel denim, there are other innovations we are doing and which will be launched gradually in this segment. We want to be a big player in women denim wear," said Akhtar in this regard.

To begin with, Arvind recently introduced excel denim in association with Birla Cellulose that offers stretchability and softness in denim for women's segment. Focused on women's jeans, the excel denim fabric has already been commercialised internationally, earning a business of $ 10 million (Rs 45 crore approx.). What's more, according to Akhtar, the company expects excel denim to do a $ 50 million (Rs 2,200 crore approx.) business in next two years.

Meanwhile, in formal wear, the company did around 100,000 pieces of Arvind Intellifabrix, a ready-to-stitch denim product aimed at work wear. Developed by the R&D team of Denim Fabrics division of Arvind Limited, the company had launched a range of pretreated 'ready-to-stitch' (RTS) denims under the brand name of 'Arvind Intellifabrix' in different collections including denim chinos and denim jeans.

Overall, the company is bullish about its denim business, expecting a 15-20 per cent growth in denim. From the current $320 million (Rs 1,400 crore approx.) denim business, in the next two year we intend to grow to $500 million (Rs 2,200 crore approx.) business," Akhtar added.