Apparel firm Provogue today said it has floated an equal joint venture with Raj Kundra’s Super Fight League to be called Pro SFL that will hawk the merchandise of mixed martial arts events.

SFL(Super Fight League) specialises in mixed martial art and is promoted by Kundra and actor Sanjay Dutt.

The special purpose vehicle has rolled out deodorants as its first product and also plans to launch sun glasses, personal grooming products and T-shirts, Provogue director Akhil Chaturvedi said.

He said the joint venture will first focus on the western region before looking at a national roll—out.

He said that “deodorant market is expanding at 25-27 percent per year. The single largest player there is Axe with Rs 180 crore. There is room for everyone to be playing around. It is a fragmented market. (Brand) loyalties will all start emerging at a later stage.”

He added that the product will be priced at Rs 155 for three variants and will be available across 25,000 outlets.

(This article was published on December 4, 2012)
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