Aarvee Denims and Exports Ltd (ADEL), the second largest denim maker in India after Arvind Mills, has been hit hard by a recession in the denim industry, caused by oversupply and competition from Chinese and Turkish products. Both domestic sales and exports have fallen.

To counter the situation, the company has undertaken major expansion and diversification into non-denim products and garmenting to reduce the cyclical pressures of the industry. An element in the strategy is to launch premium brand retail outlets. It plans to open 300 retail outlets across the country.

ADEL produces denim and cotton garments, including jeans, trousers, jackets, shirts, shorts and skirts for women, men and children. The company also produces home textiles, such as denim and cotton fabrics in various shades and textures. It sells its products under the ADEN and AMTEX brands.

Despite a difficult market situation, ADEl has plans to increase its denim products capacity to 70 million metres from 48 million metres, gabardine processing to 21 million metres from 7.75 million metres and readymade garment pieces capacity to 7.87 million pieces a year from 675,000 pieces. The company is also adding an additional 10 MW to its existing 5 MW of captive power plant capacity to bring down its power bill from 11 per cent of sales to 6.5 per cent.

International Eyewear Brand - Luxottica to open exclusive outlets in India

In an effort to retail its high- end eyewear brands through its own shops, Luxottica Group, the world’s largest manufacturer of sunglasses, will open its exclusive brand outlets in India.
The first company owned outlet is expected to open this month. Other than Rayban, the outlet will retail premium eyewear brands including Vogue, Persol, Arnette and Revo.
Plans on anvil for 50 Tommy Hilfiger outlets in India
Creative Portico is now planning to set up 50 exclusive Tommy Hilfiger outlets in India. Prior to the move, Creative Portico is also planning to set up 50 Portico New York exclusive outlets of home furnishing in the country. Creative Portico, which has signed a three-year licence agreement with Tommy Hilfiger, the international brand, will increase sourcing the products from Tommy Hilfiger’s manufacturing units across the world to cater to its new retailing plans for Tommy Hilfiger. According to industry experts, India still needs expertise in quality block printing which can match international standards. “This is the main reason why we are not looking at setting up printing facilities for premium home furnishing brands. However, since the luxury branded products market is growing, we have chosen the design and style of products keeping in mind the taste of the Indian consumers.” Currently, Portico New York branded home furnishing is retailed through 600 multi format retail outlets, 150 shop-in-shops and Tommy Hilfiger is being retailed through the company’s existing marketing route.