Reliance mulls co-branding initiative for Vimal

Mumbai: Reliance Industries is reportedly looking at co-branding initiatives in association with an Italian designer for its re-launched Vimal textile brand.

Vimal is already leveraging some associations with Italian designers, when it comes to a significant chunk of the apparel stocked in its stores, and in its export range. The company is reportedly looking at some sort of further consolidation of this design association, by taking it to the next level through a co-branding initiative.

The re-launch of Vimal has seen three sub-brands coming to the fore, named Vimal Red, Vimal White, and Vimal Black. Of these, the top-of-the-line Vimal Black is inspired by Italian fashion designer Maurizio Bonas.

Simultaneously, the company is reported to be developing a new strategy for its ''Harmony'' brand of furnishings. According to company sources, Reliance has been going slow with this brand as Indian consumers tend to be fickle with regard to furnishing fabrics, being led more by colours, designs and discounts rather than the quality of the products.

The company is now looking at reviving the furnishing brand with a view to build volumes, and bringing in some technology driven offerings into the segment.

The company is also reportedly mulling a captive Greenfield facility for processing and finishing in fabrics. Competitors such as Raymond''s have similar processing and finishing facilities.