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Desi Brand

Reliance back with Vimal saris

"A woman expresses herself in many languages." The tagline for Vimal saris in the mid-1970s is making a statement all over again with Reliance Industries planning to bring back saris in its portfolio. Having strengthened the Vimal brand for men almost two years ago, the textile major is now gearing up to lure Indian women back into wearing Vimal saris after nearly two decades.
The mass synthetic saris under the Vimal brand in the 1970s and 1980s may not exactly come back in their same avatar, but Reliance will clearly play the volume game and look for scale in this category by entering smaller towns where saris are still popular. Incidentally, Reliance Textiles had even contemplated entering the woman's western wear category but has now plumped for its heritage brand of Vimal saris.

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