Reliance Retail tied-up with a menswear brand, Indian Terrain, to create an exclusive brand for their retail stores. The new brand will be called Spirit and will be available only at Reliance Retail outlets. Indian Terrain is a Rs. 750 million company owned by Celebrity Fashions Ltd.
V Rajgopal, Chairman and Managing Director of Celebrity Fashions, feels that the tie-up will help Spirit grow as a sub-brand, as Reliance promises great retail experience across all cities in India. Also, Celebrity Fashions Ltd will not incur marketing or branding costs, since it will be exclusively a Reliance brand. Reliance is said to be setting up partnerships and developing 2-3 brands in each price and fashion category of apparel such as casual wear or denim.