The Hindu Business Line : Grasim unveils two new suiting fabrics

GRASIM Suitings, a division of Aditya Birla Group, on Tuesday launched two new ranges of suiting fabrics under the brand name Leeds and Venetia to focus on sub-brands.

Speaking at a press conference, Mr S. Krishnamoorthy, Chief Operating Officer, Grasim Suitings, said, "The over-the-counter retail industry has been stagnant with single-digit growth, and Grasim felt the need to develop innovative propositions at affordable rates."

Leeds is a part of the Grasim's `global wear collection' and has suits for every mood. This collection is a unique blend of polyester, viscose and wool and is priced at Rs 1,500 per metre.

Venetia is made of Australian Merino wool and polyester and is priced at Rs 300 a metre. This collection is positioned as `Infamously Italian' suggesting the fashion consciousness of the Godfather era.

Both brands will be supported by strong ground level promotions, which will include dealers' meets, fashion shows, awareness programmes about the fabric and visual merchandising around the product will be initiated.

The company also plans to roll out a new advertising campaign for these brands. Grasim Suiting is currently held by Ogilvy & Mather advertising agency, Mr Ganguly added.

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