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Nano-Tex makes foray into Indian textile sector
Peter England launches Resista with noble technology
Vijaya K - Bangalore
In what could be the first time usage of the revolutionary
Nano technology in the Indian textile sector, Peter England, the leading men’s
wear brand in India introduced by Madura Garments in 1997, has entered into
an alliance with Nano-Tex to launch a new product range and a technical innovation
programme in fabric development.
The alliance for new fabric development technology,
Nano Care garments, is being introduced for the first time in the country. The
California-based Nano-Tex, is the leading technology provider for branded apparel
worldwide. Nano, a cutting edge technology in fabric development is a new revolution
in the shirt manufacturing industry which is expected to increase the sales
value of Peter England. Nano technology products will see the launch of a series
of cutting edge Nano-based products of Madura brands over the next couple of
years.
With Madura garments being chosen as the preferred
partner for all Nano-Tex innovations, the first step in cementing this partnership
is the launch of Resista, a stain-free, wrinkle-free range of shirts from Peter
England using the revolutionary new Nano Tex technology. The new technology
works on the fabric, fibre and yarn at the molecular level. This gives the fibre
a protective coating, which doesn’t allow any stains and liquids to enter.
Since the technology works at the molecular level, it allows the garment to
be breathable and comfortable giving it a smooth and soft feel. This property
lasts up to 30 washes under normal home laundering conditions.
The new Resista collection will add considerable value
to the Peter England portfolio. This range of shirts made from fine cotton-rich
fabrics is priced at Rs 645 and is available in six colours. The first international
brand to be launched in the country’s mid-priced shirt segment, Peter England
is targeted at men aged between 22 and 45 years of age.
In an effort to capture and consolidate its ever growing
market share in the mid-priced shirt segment Peter England is pulling out all
the stops with its incredible fabric development programme and the new season’s
collections. Peter England is also launching its new collections for this season.
British Micros are dress shirts in fine cotton rich fabrics and are available
in a range of textures. These shirts are available in Semi Cutaway collars and
in a range of over 50 designs. Euro Carnival, a range inspired by the festivities
and colours of Europe. This collections is available in over 100 designs and
in a range of colors like Burgundy, Ink Blue, Magenta, Brick Red, Ochre Yellow
etc, both in the price range of Rs 495 to Rs 645.
“To lead by product innovations is our growth
strategy,” said Mr Vikram Rao, Group executive president, Madura Garments
while addressing the media. With sales over 2 million shirts per annum, Peter
England is distributed through a chain of over 160 showrooms, 12 mega stores,
800 multi brand outlets and 400 shop-in-shops. Peter England is the only apparel
brand to appear in the Brand equity power brands 2003 rating and it has made
it to the top 25 list. With a growth rate of 25 per cent and 44 per cent growth
in trouser growth, Madura Garments is looking for better retail sales with expansion.
The company has recorded Rs 112.5 crore sales revenue for the second quarter
of the financial year 2003-04.
Nano-Tex, which has regional office in Delhi, is also
planning a technology centre in India which could be the first centre of Nano-Tex
outside California. Speaking to the media, Mr Donn Tice, the CEO of Nano-Tex
said that the centre will be about 20-30 facility initially and we may scale
up the capacity gradually.” Though location is not yet been finalised the
centre which will be catering to the Indian market is expected to be complete
within the next 12 months. Apart from India, Nano-Tex is also eyeing Europe,
Japan, China and Korea as the next potential markets. |
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