The Hindu Business Line reports that menswear brand Indian Terrain has tied up with Reliance Retail to create an exclusive brand for the company. The new brand called Spirit will only be sold through Reliance Retail outlets. Indian Terrain is a Rs. 750 million company owned by Celebrity Fashions Ltd.
According to V Rajgopal, Chairman and Managing Director of Celebrity Fashions, "Reliance, as it rolls out, is going to bring a great retail experience to all the smaller cities. It has identified us as a partner to develop a sub-brand for them which will grow along with Reliance's roll out." Celebrity will incur no marketing or branding costs, since it will be exclusively a Reliance brand. Reliance is believed to be setting up partnerships and developing 2-3 brands in each price and fashion category of apparel such as casual wear or denim.
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