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Zodiac: Designs on the youth

Caution and the desire to fill every void in men's apparel and accessories have shaped Zodiac's market strategy, including its latest foray. There is an unstated dress code executives follow at the Zodiac office in Worli, Mumbai. They wear one brand of the company on each day of the week. So while Wednesday is for Zodiac linens, Thursday is reserved for Z3, the youthful shirts launched by the company less than a year ago. If all goes well, Thursday could well be Zodiac Managing Director Anees Noorani’s favourite day of the week. “My prediction is that Z3 will be a bigger brand ...