The Hindu Business Line : Reliance in talks with icons to endorse Vimal relaunch

Ahmedabad, Sept. 13 Remember the 1990s’ Doordarshan-produced ‘Mile Sur Mera Tumhara’ national integration theme song that became a cult and anthem, captivating millions in India by showcasing the country’s maestros in the arts and culture, films and sports?

Now, Reliance Industries Ltd (RIL) is attempting something similar to relaunch its ‘Vimal’ brand of fabrics later this month.

Under its proposed theme ‘Icons of India,’ the company is trying to rope in music composer A.R. Rehman, chess Grandmaster Vishwanathan Anand, Bollywood star Aamir Khan and others for endorsement of the commercial product.

A senior RIL official confirmed the development, saying that talks were in progress, but refused to elaborate.

The company is preparing for the nationwide relaunch of its textile products during the forthcoming festive season. At Reliance Mart, Mr Parimal Nathwani, Group President, had confirmed the relaunch of ‘Vimal’ shortly.

The brand is being relaunched nearly three decades after it made its debut. It began with sarees in the ’70s, graduated to men’s suitings in the ’80s and home furnishings under the ‘Harmony’ brand thereafter.

The existing 20-odd existing exclusive Vimal outlets across India are being renovated and new ones would be placed within the Reliance Mart format, under which 500 stores are proposed to be opened across the country in the next few years. For this purpose, RIL has hired a team of high-profile executives over the last few months. RIL’s textile mill in Ahmedabad, which has not been very active for more than five years now mainly because of the company’s forays into other businesses, is expected to bounce back.

With its entry into the retail business, Reliance sees huge potential in reviving ‘Vimal’ through a synergy between its oldest and newest businesses. Reliance has plans to launch readymade garments by tying up with well-known companies in the segment.

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