Raymond Limited sees its new linen fabric range gaining ground and possibly contributing to about 10-15 per cent of its expanded fabric business within two years.

Launching its new Linen fabric range in Hyderabad, Telangana and Andhra Pradesh, Rajiv Bajaj, Head, Branded Shirting Business, Raymond, said the new suave collection made from purest linen fabrics at its modern integrated plant in Kolhapur, is bound to attract customers to the rapidly gaining fabric.

“Linen is internationally acclaimed fashion fabric and well suited for India due to our tropical climatic conditions. With our established leadership position in textiles and increasing consumer preference for natural fabrics such as linen, the company expects to make a mark within first full year of operation,” he said.

The Linen range spans, digital prints, denim look, innovative jacquard, flock prints, two tone colours and come with melange effect, providing one-stop shop for the wardrobe. The 100 per cent pure linen is produced from long staple fibres sourced from Europe.

With a punch line “What’s Real, Feels Real,” the company is seeking to communicate the finesse and purity of Raymond Linen available starting at Rs 795 and going up to Rs 7,900 for shorting fabric and Rs 1,050 to Rs 4,400 per metre for suiting and trousers.

Contrary to general perception that linen is popular during summer months, he said that the market feedback shows that barring some states, the material gets sold round the year, he said.

The television commercial that the company ran during the World Cup and Indian Premier League 2015 was one of the biggest such brand building exercise undertaken by the company to promote linen, he said.

Related Topics
comment COMMENT NOW