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Tirupur-based knitwear brand Dixcy Scott will launch a chain of exclusive brand outlets across the country. At present its products, vests and briefs, are available in multi-brand retail outlets.
It will initially launch 10 exclusive brand outlets . “We have launched two in Bhubaneshwar and Surat, and plan to open half a dozen outlets in the South in the next few months and get into big format stores soon,” said Raghul Sikka, Director, Dixcy Scott.
The ₹600-crore brand has signed on Bollywood star Salman Khan as its brand ambassador for the northern market. For the South, it has roped in two South Indian film actors — Jiiva for Tamil Nadu and Puneet Rajkumar for Karnataka markets, Sikka said.
Dixcy Scott also hopes to identify a brand ambassador for Andhra Pradesh. It has earmarked 6-7 per cent of its turnover for marketing expenses for the year. The company has a capacity to manufacture 50,000 pieces a day and has tied up with third party manufacturers to make another 4.5 lakh pieces a day.
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