Arvind Lifestyle Brands to promote True Blue worldwide

By

Isabelle Crossley

Published
Apr 17, 2018

Arvind Lifestyle Brands Limited has big plans for True Blue, the menswear brand backed by the cricket celebrity Sachin Tendulkar, and plans to bring the label to a global audience.

Arvind Lifestyle Brands is currently working on further establishing its existing brands in India, which include Gap, Ed Hardy, Gant, and Nautica, rather than introducing new ones, although the business is open to the idea. Alongside this, Arvind will be scaling up its operations for Sachin Tendulkar’s brand, True Blue.

“We are looking at True Blue as one huge opportunity to take to the international market as it is an India-inspired global brand,” the Managing Director and CEO of Arvind Lifestyle Brands, J Suresh, told Images Retail Bureau recently. “We however, first need to establish it in India before thinking of taking it abroad. It is too early to share the details, yet our intentions are to do that.”

True Blue caters to men aged 28 to 40 years old and its prices range from around 1,200 rupees and 3,500 rupees up to 8,000 rupees for certain eveningwear items. The brand was launched in May 2016 as a joint venture between Tendulkar and Arvind and Tendulkar himself features in the brand’s promotional campaigns.