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Published
Aug 3, 2018
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Sachin Tendulkar’s True Blue brand to enter global markets

Published
Aug 3, 2018

Former Indian cricketer Sachin Tendulkar is planning to take his apparel brand True Blue to global markets after capturing a large chunk of the menswear market in India. The brand is looking to enter international markets like the United Kingdom and the USA in the coming months.
 

Sachin Tendulkar’s True Blue brand to enter global markets - True Blue- Facebook


The brand was launched in May 2016 as a joint venture between Tendulkar and Arvind Fashion Brands.
 
“We need to be recognised as a global brand and not just for a cricket playing nation. In the second innings of my life, there is no 75-yard boundary line that we need to set. We have a bigger playfield in terms of markets and merchandise,” Sachin Tendulkar was quoted as saying by the Economic Times.

True Blue is also planning to expand its product portfolio and enter new segments to boost the overall revenue of the brand.
 
Commenting on the category expansion, J Suresh, CEO at Arvind Brands & Lifestyle said, “It can be extended into India inspired stationary, accessories or even women’s wear, where you can take Indian sensibilities and design elements and interpret. The opportunity is much beyond menswear but we can’t put a timeline for entry into these segments”.
 
True Blue currently 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.
 
True Blue brand was launched in 2016 and currently has six exclusive brand outlets and more than 100 multi-brand stores. It is also available on leading e-commerce platforms.

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