New Delhi: Reliance retail will launch a store chain with the brand name Avantra to face Tata Group’s Tanishq and Aditya Birla Fashion Retail (ABFRL) in the ethnic room and saree.
Its development, which comes as a season of celebration and marriage is set, will see the position of brick chain-and-mortar chain stores in the middle of the economy, say three people who are familiar with their development.
Reliance knitted spokesman did not respond to the questionnaire emailed by TOI.
The company’s steps present against the tanishq background, which is mainly a jewelry brand, which is looking to the Ethnic Aus Room.
ABFRL Aditya Birla has also shown strong interest in the segment by taking significant bets in domestic designer clothing labels such as Sabyasachi and Tarun Tahiliani.
Apart from the proliferation of global clothing brands, ethnic wear continues to be the dominant segment in India, which leads to several domestic and foreign brands that specialize in Western wear to launch a collection of desi clothing.
Apart from selling private labels in sarees and ethnicity, Avantra will partner with regional weaver clusters and several third party brands, including Nalli Silks and Pothys.
“Jewelry, accessories, and sewing services will also be part of the offer,” said a source.
“The first shop is set to appear in Bengaluru, followed by others in Karnataka and Andhra Pradesh.” The female ethnic clothing market will grow 10% per year.