Mumbai: Arvind Mills group company Arvind Brands has plans to fly its flagship denim brand, Flying Machine, to international destinations that include the US and western Europe, in addition to extensive plans for the brand in it''s home market, India.

According to J Suresh, CEO, brands and retail, Arvind Brands, the company has created a really global brand with Flying Machine.

The denim brand is present in markets such as the Middle East, Kenya, South Africa and Russia through other brands from its stable. Additionally, Arvind Brands has also been marketing and distributing brands such as Arrow, Lee, Excalibur and Wrangler in the domestic market.

It recently entered into a joint venture with luxury and casual apparel maker Diesel for a premium branded retail venture. According to a Morgan Stanley report, Arvind Mills is eyeing a five to seven times increase in its branded apparels business over the next three to four years.

In FY 2007 the turnover of the company''s branded apparel business was around Rs250 crore.

It has now signed up Bollywood star celebrity Abhishek Bachchan to endorse the Flying Machine brand.

Earlier this year, Arvind Brands announced a package to re-launch Flying Machine with an Italian designer, a new brand identity and exclusive retail stores.

Bachchan''s endorsement of the Flying Machine brand gives is designed to give the re-launch a huge push, and will be supported by a new multimedia campaign.

According to Abhishek Bachchan, "Flying Machine reflects the pride of India and is a phenomenal example of India''s potential at present day. Their designs, quality and value are top notch and that this is done by an Indian brand is remarkable. I am glad to be associated with Flying Machine as its brand ambassador." He was speaking at the unveiling of the autumn-winter collection at the press conference in Mumbai.

Arvind Brands CEO J.Suresh, talking about the brand''s venture of its renewed line, said "The new Flying Machine is all about a ''state of mind'', which wrenches the hinge of any limits on style and performance and goes beyond, while also taking pride in running along lines of originality and roots. Abhishek Bachchan is symbolic of today''s ''no-limits India'', which prides itself on its strides even as it remains rooted in the cultural sensibilities. Abhishek Bachchan brings on board a terrific persona, a fresh and an impeccable style, youthfulness and an incredible ability to marry class with mass."

Flying machine products are designed by young Italian Designer, Chicco, who has been a designer for a number of internationally successful denim brands, such as Replay and Evisu.

According to Chicco, "The AW07 collections is set in the streets of Europe and is inspired by ''Fashion Tripping'' a concept, representative of a fantasy that combines influences from every fashion capitals into a young persons wardrobe."

Over 300 new options will be launched this season. The denims are dark and distinctive with clean washes and new fits and coordinated with a large collection of shirts, knits, jackets, winter wear and cool accessories to give a thematic global look.

Alok Dubey, business head, Flying Machine, commenting on the designer''s work for the line, said, "Chicco''s designs have given Flying Machine the cutting edge of designer fashion and a very international air. The potent combination of superstar Abhishek Bachchan, Italian designer Chicco and our world class retail environment designed by JHP London, will amplify the brand''s badge value and reinforce the brands core identity as an iconic international fashion brand. The pricing of course remains sensible and competitive."

Flying Machine products are at leading retail outlets, department stores, and over 50 exclusive stores.