The Hindu Business Line : Aster Apparels to tap students design potential

WHILE many textile players may prefer to tread the beaten track of engaging professional fashion designers from Mumbai or Bangalore for apparel branding, city-based Vairava has thought otherwise.

This textile group, staking a share in the Rs 1,000-crore domestic market for kids' garments, will adopt a new route in product/fashion designing in the kids segment.

Aster Apparels, the garment company of the Rs 150-crore Vairava group, is betting on seeding college students in fashion designing through contests and hopes to gauge the market pulse and the trends in the children's segment. "Through these fashion design competitions for students, for which many entries from southern States have been received, we could test the fertile imagination of the young mind. This also gives us scope to convey effectively the garment industry's requirements to the `home-grown' student designers," said Mr R.M. Muthu, Managing Director of Aster Apparels.

Over 450 entries from students of 30 colleges across Tamil Nadu were received for the fashion design contests held recently by the apparel company.

The best of the entries may be used by the company in its children's branding efforts. Aster Apparels, according to Mr Muthu, would launch its kids' brand in April this year.

Aster Apparels exports men's and ladies' garments and 90% of its products are knitted garments.

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