Financial Daily from THE HINDU group of publications
Friday, Mar 26, 2004
Financial Daily from THE HINDU group of publications Friday, Mar 26, 2004 |
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Marketing
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Strategy Big Bazaar to stock Ruf & Tuf jeans Our Bureau
Mumbai , March 25 PANTALOON Retail (India) Ltd and Arvind Brands Ltd announced a tie-up on Thursday where the retailer would stock Arvind's Ruf & Tuf brand at its Big Bazaar outlets across the country. Ruf & Tuf, a private brand designed and manufactured by Arvind, will be retailed exclusively through the Big Bazaar chain. Prices will range between Rs 299 and Rs 699. While the brand is already available at six of the eight Big Bazaar stores, all eight will stock the jeans by March-end. According to Mr Darshan Mehta, President, Arvind Brands Ltd, the company is eyeing the mass market. The tie-up would eliminate intermediate distributors and the cost savings could be passed on to the consumer, he added. Ruf & Tuf was launched in 1995 but has been missing from the market for 3-4 years now. Mr Kishore Biyani, Managing Director, Pantaloon, said that Big Bazaar hopes to sell one lakh pieces a month over the next six months. He added that it is also targeting the B2B segment and retailers who buy in bulk and sell to smaller stores. Big Bazaar would offer special rates to retailers buying in bulk; the discount could be 10-25 per cent. Pantaloon owns 13 Pantaloon, eight Big Bazaar and 12 Food Bazaar stores in India and has about eight lakh square feet of retail space. According to a company release, it plans to add another 20 lakh sq ft of retail space in future.
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