National

Ramraj Cotton kicks off Dhoti Week

L N Revathy Tirupur | Updated on January 12, 2018

Ramraj founder-Chairman K. R. Nagarajan (file pic)

Ramraj Cotton is all set to kick off the ‘Ramraj Veshti (dhoti) Week’.

The campaign, planned between January 1 and 7, aims to lure youngsters into wearing the dhoti, which is considered the traditional attire for men, particularly in the South.

This campaign, according to its founder Chairman KR Nagarajan has been conceived for the first time in many years. “It is for a social cause — in the interest of weavers,” he said.

Further stating that the company would, during this week-long campaign price its 4-cubit dhoti at ₹100, he clarified “this is not a discount sale. We have a wide range — both varietywise and ratewise. The 4-cubit dhoti, which is normally priced at ₹185 would be available for ₹100, but only during the veshti week,” he added.

Sales target

“We plan to market 6 lakh dhotis at this rate during this one week, beginning tomorrow. We have already dispatched 50 per cent of the volume to our dealers numbering around 3,000 and 55-odd exclusive Ramraj Cotton showroom across the State,” he said.

To a query on the viability of such a proposal, Nagarajan maintained that the initiative “is for a social cause.”

He admitted that the company would incur some loss due to this drive, but preferred not to quantify at this stage.

“Our efforts are aimed at getting youngsters to wear the traditional dress. We have over 2,500 varieties, including silk dhotis, linen dhotis, stain guard and fragrance dhotis. Our velcro pocket dhoti has been a huge hit. The daily sales volume of the pocket dhoti is 5,000,” he said.

Published on December 31, 2016

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