Artimas Fashions ties up with Virat Kohli brand


KOLKATA, Aug 20: Artimas Fashions, a subsidiary of

listed hosiery firm Lux Industries, has entered into a tie-up

to manufacture and market a male innerwear brand, promoted by

Indian cricket captain Virat Kohli.

Initially, the ‘one8’ brand would be available on e-

commerce platforms, after which retail-channel sales would

follow, Niscal Puri, MD of city-based Artimas Fashions said.

“The size of mid-to-premier innerwear market in India is

Rs 5400 crore and growing at 11.5 per cent per annum”, Puri

told PTI.

He said that ‘one8’ products would address the

preferences of the present-day youth of the country who are

living in ‘an era of self-indulgence’.

Puri said that the company would be knitting its own

fabric at its own factory in West Bengal while premium cotton

would be imported, adding that the manufacturing and marketing

rights of the Virat Kohli-brand in the country had been

licensed to Artimas Fashions.

He said that brand would also be introduced in

international markets like Dubai where Kohli has a huge fan

following. (PTI)


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