Shri Lakshmi Cotsyn Ltd, a diversified group engaged in a range of textile products and safety textiles for defence and paramilitary forces, announced the launch of two exclusives stores at MGF Gurgaon and V3S Mall Delhi, for their readymade garment brand DYFI.
The brand DYFI stands for ‘Do You Fit In’, a denim wear targeted at the young consumers of growing India. The brand would include Jeans , Shirts, Casual Trousers, Cargos, Shorts and Tees. The garments will be manufactured at the company’s Roorkee, Uttaranchal facility which has capacity of manufacturing 6.6 million pieces per annum.
During the launch, Mr. Dileep Bajaj, Executive Director of Shri Lakshmi Cotsyn Ltd said, “There are many denim players in the market, but they can be categorized largely as premium branded denim wears and the discounted brands, leaving a huge need for quality products at right price. To tap this market, we have priced DYFI aggressively and will give a strong reason for customers to change their wardrobe.”
Speaking on the occasion, Sharad Agrawal, Business Head–Retail said, “We are targeting mid segment of jeans wear industry which has around 20% growth. Quality product and aggressive pricing are the USP of our brand. After opening of 3 stores in Delhi & NCR now we are looking to other metro cities along with state capitals and other B towns.” With denims priced at Rs. 999 to Rs 1,499, shirts at Rs. 899 to Rs 1,299 and T-shirts Rs 399 to Rs 599, the DYFI venture provides Shri Lakshmi Costyn forward integration opportunity.
Mr. Bajaj further added, “We have already started distributing our collection through Multi-Branded Outlets in Punjab, Haryana, Himachal Pradesh, New Delhi, Mumbai, Andhra Pradesh and the North East. We are looking forward for a good response from the public.”