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Sivaraj Mills strives to make Chennis a national brand

The garment division of Dindigul-based Sivaraj Spinning Mills (P) Ltd is gearing to make the ‘Chennis’ men’s wear a national brand in two years. “Chennis was launched in 2009. Initially, we looked at ethnic wear such as shirt and dhoti for men, before gradually foraying into inner and outer wear such as vests, trunk and brief and shorts and trousers,” said Subrata Pal, Chief Executive Officer, Chennis. The company is now gearing to rebrand and scale up Chennis as a national brand. The brand is now present in Tamil Nadu, Andhra Pradesh, Karnataka, Telangana and Punjab. The company is planning to expand to western India by the end of this fiscal, to northern and eastern India during the next financial year, and to establish a national presence by 2020, Pal said. Sivaraj, Executive Director, Sivaraj Spinning Mills, said the focus would be on doubling the number of showrooms from 15 to 30 in the next one year, expand its reach through distribution network from 700 at present to 3,500 by the end of this year, target to cover the top 15 retailers and strengthen its presence in the e-Commerce space as well. Other than reach, the company is investing heavily in product, people, systems and processes. It is aiming for a 10 per cent market share in the men’s apparel segment in a year. “The market is highly fragmented and there are many categories in men’s apparel wear,” he said in reply to the company’s current market share. The company is also into kids wear and women’s inner wear in select range, in a small way, Sivaraj said.