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“Stick it, forget it” is Ramraj cottons latest slogan in luring youngsters wear the traditional dhoti.
Launching the GenXT velcro pocket dhoti, founder Chairman of Ramraj group K R Nagarajan said the move is aimed to relieve the tension of those in the 10 and 30 age group, who normally loathe wearing the dhoti (veshti).
“The groom can be tension-free (of the dhoti slipping off his hip) while tying the knot,” he said in a lighter vein, referring to the latest roll out.
To ensure that it is not a “one-size fit-all” product, the company has introduced the GenXT velcro pocket dhoti, taking the hip size into consideration.
The dhoti, available in 4 and 8 cubits, is priced Rs 600 and above. The company is also making it available in set, comprising a dhoti, shirt and belt, like a wedding set, Nagarajan added.
The GenXT velcro pocket dhoti has been launched in Tamil Nadu.
The company is planning to introduce it in other states as well, in a phased manner in the coming months.
On expansion plans, he said that the company's products are available in over 2,500 multi brand outlets apart from the 55 company owned stores. “We are present in all tier I cities in the State, excepting two. We will cover these as well soon,” he said.
On future plans, Nagarajan hinted that he would, in the next five years make N S Textile Mills (which owns Ramraj brand) a public limited company.
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