Reliance Industries Ltd. (RIL) has entered into a partnership with PROLINE, India’s leading sports apparel brand, to co-brand a range of sports apparels with R|Elan.
As per the deal, R|Elan co-branded PROLINE products will use RIL’s R|Elan Kooltex or R|Elan FeelFresh fabrics to manufacture world-class products to offer quality and an unique experience to its customers. The partnership will help PROLINE to make garments with special odour-free and quick dry properties.
The R|Elan technologies would help consumers have a pleasant and comfortable user experience. Kooltex is a performance fabric, capable of moisture management in apparel. It has found acceptance with the makers of PROLINE.
The elegant R|Elan PROLINE apparels will provide a unique experience to its customers to beat the tropical Indian climate, as the garments dry quickly thus lowering the body temperature. Whilst another range of apparels which would help cut body odour, in the tropical climate of the country.
The R|Elan co-branding exercise will give RIL a strong foothold in the Rs. 2,500-crore Indian sports apparel industry.
While commenting on the partnership, Mr. Gunjan Sharma, CMO – Polyester Business, RIL, said: “We are proud to provide R|Elan technologies to PROLINE so that the Indian sports-loving youth are assured of comfortable, durable, quality products. We, at Reliance, put thrust on developing technologies and products that bring smiles on the face of end customers. This partnership will help us establish strong foothold in the fast growing sportswear market”.
Mr. Sandeep Mukim, Managing Director, PROLINE, said: “We will offer a range of apparels made from R|Elan Kooltex fabric to our customers in Indian markets. This partnership will help us offer our young customers, both men and women, to wear ‘cool and dry’ high performance apparels during hectic activities. This partnership envisages creating niche and providing comfortable and unique experience to customers.”
As per the partnership deal, R|Elan will get visibility in the form of hangtags on garments, as well as in store display at points of sale. On its part, RIL will ensure that superior quality, high-performance R|Elan fabrics are supplied exclusively to PROLINE for sports apparel applications.
The R|Elan PROLINE everfresh range of apparels is now available in both the store and on online fashion portals. PROLINE’s strong retails network of about 450 LFS, 5 EBO and about 1000 small MBO are offering R|Elan PROLINE products.
In the online space PROLINE retails through Myntra, Jabong, Ajio, Amazon and Flipkart. To reach out to the customers, co-branding promotion initiatives will be carried out at major sporting events and instore call outs and display of demonstration kits at point of sale.
PROLINE has devised an aggressive strategy to compete with international brans by offering best quality R|Elan PROLINE products at substantially competitive prices compared to international brands.
R|Elan is an umbrella brand from the house of RIL, encompassing a range of new-age fabrics. It is a perfect blend of art and smart, with fabrics providing enhanced aesthetics, performance and comfort. Through R|Elan, RIL aims to cater to all consumers across all apparel segments – active wear, sportswear, denim, formal wear and womenswear.
Apart from the tie-up with PROLINE, RIL is also creating robust fibre-to-fabric value chain to ensure that these innovations match the commercial expectations of fashion sports brands.
RIL has partnered with more than 25 textile players that are equipped to produce new-age fabrics using R|Elan technologies. RIL is providing the latest know-how, specifications and expert consultation support to these players to enhance and sustain the quality of textiles. The pan-India network will reassure apparel brand owners and retailers about streamlined production, timelines and standard quality.
In order to satisfy the increasing consumer demand for higher functionality, RIL has also undertaken a project to create awareness among apparel brands and retailers. It is creating a fully integrated supply chain to support the project. All this is aimed at ensuring brand delight, as well as enhancing value at every level of the textile value chain.