Arvind Fashions launches menswear brand in collaboration with Sachin Tendulkar

Arvind Fashion Brands has joined hands with cricketer Sachin Tendulkar to introduce premium apparel and accessories brand for men called ‘True Blue.’ This joint endeavor aims to capitalise on the burgeoning menswear market in India.

Set to make its mark with 25-30 stores across the country, True Blue has targeted a turnover of Rs 200 crore over the next 5 years. The brand plans to offer a diverse range of 300 styles inspired by the essence of India, with prices starting from Rs 1,199. The inaugural offline store is scheduled to open in Mumbai in May 2016.

Rajiv Mehta, CEO, Arvind Fashion Brands, says, Arvind's established presence in the retail industry and Tendulkar’s deep-rooted connection to Indian culture will drive this collaboration. True Blue aims to become a revered brand by catering to the contemporary tastes of Indian consumers while preserving traditional elements, he adds.

True Blue's fusion of Indian heritage with modern aesthetics, promises a unique clothing experience imbued with his personal touch, highlights Tendulkar.