Essay About Arrow Brand And Arrow Shirts

International Business
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there will be a surge in demand for high quality garments from India and Arvind is
already considering setting up two more such high tech export-oriented factories. It is not just in the area
of manufacture but also retailing that the Arrow brand brought a wind of change on the Indian scene. Prior
to its coming, the usual Indian shirt shop used to be a clutter of racks with little by way of display. What
Arvind Brands did was to set up exclusive showrooms for Arrow shirts in which the functional was
combined with the aesthetic. Stuffed racks and clutter were eschewed. The products were displayed in
such a manner that the customer could spot their qualities from a distance. Of course, today this has
become standard practice with many other brands in the country, but Arrow showed the way. Arrow today
has the largest network of 64 exclusive outlets across India. It is also present in 30 retail chains. It
branched into multi-brand outlets in 2001, and is present in over 200 select outlets.
From just formal dress shirts in the beginning, the product range of Arvind Brands has expanded in the
last ten years to include casual shirts, T-shirts, and trousers. In the pipeline are light jackets and jeans
engineered for the middle-aged paunch. Arrow also tied up with the renowned Italian designer, Renato
Grande, who has worked with names like Versace and Marlboro, to design its Spring I Summer Collection
2003. The company has also announced its intention to license the Arrow brand for other lifestyle
accessories like footwear, watches, undergarments, fragrances, and leather goods. According to Darshan
Mehta, President, Arvind Brands Ltd., the current turnover at retail prices of the Arrow brand in India is
about Rs 85 crore. He expects the turnover to cross Rs 100 crore in the next few years, of which about 15
per cent will be from the licensed non-clothing products.
In 2005, Arvind Brands launched a major retail initiative for all its brands. Arvind Brands licensed brands
(Arrow, Lee and Wrangler) had grown at a healthy 35 per cent rate in 2004 and the company planned to
sustain the growth by increasing their retail presence.