Arvind Fashion, Sachin launch True Blue menswear brand

Arvind Fashion Brands in partnership with legendary cricketer Sachin Tendulkar has launched a premium menswear and accessories brand True Blue, opening its first store in Mumbai on Sunday.

Arvind plans to launch about 30 stores in five years with a turnover target of Rs 200 crore.

True Blue is a joint venture between Arvind Fashion Brands and Sachin Tendulkar.

"As the partnership grows, True Blue will launch 25-30 stores in five years across India targeting a turnover of about Rs 200 crore," said Rajiv Mehta, CEO of Arvind Fashion Brands.

Mehta did not reveal the terms of the joint venture with Tendulkar. Instead, he said the apparel range has been designed keeping in mind the cricketer’s persona, showcasing over 300 styles.
Menswear is the largest segment in India's apparel market, accounting for approximately 42 per cent of the overall segment and is expected to grow at 8.5 per cent in the next five years.

Mehta stressed that with True Blue, Arvind Fashion aims to make the menswear category "unboring and more content fashion driven". True Blue will follow an offline and online model.

The offline launch comes on teh heels of Arvind's recent launch of its omni-business initiative Nnnow.com.