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RP-Sanjiv Goenka group is building a new home for apparel brand 2Bme

Goenka has planned a high-decibel campaign around the brand and is looking at 10-12 EBOs

Ranbir Kapoor and Shraddha Kapoor have been signed on  as ambassadors for the apparel brand
Ranbir Kapoor and Shraddha Kapoor have been signed on as ambassadors for the apparel brand

A year and a half after its launch, the RP-Sanjiv Goenka-group-owned 2Bme line of apparel is stepping out of its in-house incubator at Spencer’s Retail, hoping to build a national footprint for itself. To facilitate its journey on to a bigger stage, the Rs 190 billion group has roped in Bollywood stars Ranbir Kapoor and Shraddha Kapoor as brand ambassadors and is rolling out a slew of exclusive brand outlets (EBO). However, experts point out, while the stars will draw the brand the attention it seeks, the real challenge is establishing a private label as a credible contender ...