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Arvind, Sachin Tendulkar open True Blue’s debut store in Mumbai

MUMBAI: Arvind Fashion Brands recently announced its joint venture partnership with former cricketer Sachin Tendulkar to launch a premium men’s wear apparel and accessories brand called True Blue.

Now True Blue has announced the launch of its debut store at High Street Phoenix, Lower Parel. True to its name, the brand re-interprets traditional Indian heritage in the modern context, making it relevant to the spirit of the global Indian – a modern traditionalist – comfortable in his skin and someone who seamlessly blends – in either New Delhi or New York.

Arvind Fashion Brands CEO Rajiv Mehta commented, “Menswear is the largest segment in India’s apparel market, accounting for approximately 42 per cent of the overall market and is expected to grow consistently at a CAGR of 8.5 per cent over the next five years. Upwardly mobile and contemporary fashion aspiring men with India on their sleeve, aging 25-40 are the biggest spenders in this space and that’s who True Blue would love to cater to. With True Blue, we are in the process of making the usual boring and unexplored to its potential men’s wear category unboring and more content fashion driven.

“These customers are shopping on the go as per the need of the hour. We want to make ourselves available everywhere anywhere and anytime. Hence, this offline launch comes strategically in conjunction with Arvind’s most recent launch of India’s first true omni channel business initiative We’re making True Blue available for you through offline and online channels exclusively at”

The apparel range designed and led by Sachin’s persona will showcase 300 styles inspired from the heart of India and is priced at Rs 1,199 onwards. As this partnership with Arvind and Tendulkar grows, True Blue will launch 25-30 stores across India and will target a turnover of approximately Rs 200 crore in the next five years.

Tendulkar said, “There’s so much unexplored India in men’s wear fashion and I had a very specific line of thought for True Blue. It’s unique to the point that you can discover vintage prints hidden under the collar, bundis and blazers in classic celebratory tones with Indian heritage prints, polos with heritage motifs and other very interesting detailing. It truly embodies the spirit of the global Indian and you’ll see a fascinating design theory in each garment. Working on the design philosophy with the team at Arvind has been highly inspirational for me and you’ll be able to see that in my collection at the store and on”