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Anna Peter

Unfortunately for the corporation, while it has been hard at work to recapitalise on its erstwhile brand image, its products are being counterfeited and products being passed off as original Finlay's.

Mumbai , June 10

THE National Textile Corporation (South Maharashtra) Ltd, a subsidiary of the troubled National Textile Corporation Ltd, has been attempting a turnaround quite unlike its `starched cotton' image. It has leveraged its Finlay's brand to enter the readymades market.

Clearly, the NTCSM has decided that the garment segment is the value-added proposition and has come out with Finlay's shirts for men and designer men's kurtas — the product of a tie-up with designer Naushad, and readymade salwar-kurtas, kurtis, blouses and trousers for women. Its flagship outlet at Mumbai's Chowpatty area has been renovated and while retaining its old-world charm has created a loft with additional shopping space for customers.

The Managing Director, Mr V.K. Tripathi, said while a financial crunch had made it tough on the corporation to promote itself, the corporation had created a new logo — `No Seal, No Stamp, When Finlay's Says Cotton, It Is Pure Cotton.' This, he hoped, would reiterate its strengths and renew interest among old customers.

Incidentally, Mr Tripathi, who was seen playing the salesman with customers on the shop floors, added that sales staff had been instructed to take back products with no questions asked and this had "in the last one year created goodwill" in the market.

For the Chowpatty store, the goodwill has translated into a healthy turnover — with daily turnover crossing Rs 60,000 when it used to be Rs 5,000 per day pre-renovation, said Mr Tripathi.

The NTCSM is also exploring exports as a revenue source and already "indirectly" exports pagdi (turban) fabric mainly to Canada and the US and dhotis to Singapore and Malaysia.

Last year, and for the first time, it sold 500 tonnes of cotton yarn to China, making a turnover of Rs 5 crore. It is also creating a range of towels and is exploring options of exporting bedsheets and towels.

Unfortunately for the corporation, while it has been hard at work to recapitalise on its erstwhile brand image, its products are being counterfeited and products being passed off as original Finlay's.

Last year, Mr Tripathi said, the NTCSM led a raid where 10 persons were arrested. The counterfeiting is rampant across Delhi, Kolkata and Uttar Pradesh. The company is also attempting to stem copycats and has started putting holograms on some of its products. However, customers had still not realised that copies were being passed off as Finlay's. Offerings such as the Shahjada Organdie had a lot of duplicates.

More Stories on : Brands | Readymade Garments | Sick Units

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