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Tuesday, Nov 16, 2004

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Ankit Garments launches D'Mars for masses

Sindhu J Bhattacharya

New Delhi , Nov. 15

IT looks like the market for value-for-money readymade garment brands is expanding rapidly. After Sonal Intertrend announced plans to expand the Calzini brand, city-based Ankit Garments Manufacturing Company is also in expansion mode.

Having tasted success with its casual menswear brand TNG, the company has launched a value-for-money range called D'Mars. And it has outlined an investment of over Rs 6 crore to expand manufacturing capacity and market the new brand.

"We realised that TNG was not catering to the masses and there was need to launch a brand which was more affordable. Hence, we decided to launch D'Mars, which is a VFM brand that has all styles of trousers, shirts, jackets and suits under it," said the Managing Director, Mr D.D. Agarwal.

The launch of the new range is expected to up sales by 40 per cent to Rs 28 crore this fiscal, he added.

The company also plans to expand its manufacturing capacity by setting up an additional factory in Noida. At present, Ankit Garments manufactures 2,000 garments per day, but by next year, this figure will go up to 3,000 garments per day, Mr Agarwal said.

Established in 1998, Ankit Garments has seven franchisee stores, besides 300 outlets where TNG brand trousers and shirts are available.

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