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R.Y. Narayanan

A view of the Ramraj Group stall at The Hindu Metroplus Lifestyle show. — S. Siva Saravanan

Coimbatore , Oct. 21

THE cotton Royal Sterling kit launched by the Tirupur-based Ramraj Group has proved to be a big hit with around 21,000 units being sold in the first month of its launch.

The company, which has restricted the distribution of this product to its own retail outlets in select cities apart from two shop-in-shops in Coimbatore and Villupuram, is looking for two such shops in Chennai and Pondicherry to sell this premium product.

The company has also chosen white as the dominant colour of its products in view of the fact that it does not use harmful chemicals and wants to retain its environment-friendly image.

Speaking to Business Line at `The Hindu MetroPlus Lifestyle show 2005' here, Mr D. Anandasubramanian, Corporate Manager (Administration), Ramraj Group of Companies, said the `Royal Sterling Kit' consisted of a dhoti, a shirt bit, a vest and a brief made from the finest non-shrinkable mercerised cotton. The price of the kit ranged from Rs 595 to Rs 1,995.

He said in the first month since its launch on September 17, nearly 21,000 units of the kit have been sold through Ramraj's own outlets in Coimbatore, Tirupur and Erode and through two shop-in-shop outlets - Ganapthy Silks in Coimbatore and Kannikaparameswari Textiles in Villupuram. The largest sale was made through the company's direct sales outlet in Coimbatore. Within the price range itself, the fastest moving was the kit priced at Rs 898.

The company was looking for two more shop-in-shop outlets, under which the company would have exclusive retail space in multi-brand showrooms in Chennai and Pondicherry and these might come up during the next season.

Mr Anandasubramanian said the Ramraj group, apart from manufacturing men's wear such as dhotis, shirts and banians and men's inner wear, also produced a restricted range of women's wear and would expand the product range in the coming six months.

He said while the company produced hosiery and inner wear products at Tirupur, the fabrics, banians, dhotis etc were produced at its unit in Bhavani in Erode district.

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Ramraj Group betting big on new dress kit

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