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Reliance repositioning Vimal — roping in celebrities

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Almost three decades into its launch, Reliance is repositioning its fabrics brand Vimal.

The company is in the process of renovating its existing outlets and will open more such outlets. “We are repositioning the brand, but as of now we cannot disclose the plans. You’ll see a nationwide launch of the new face of Vimal soon,” Anand Parekh, president, Vimal, told Indiaretailing.

For promotions, under its proposed theme Icons of India, the company is expected to rope in music composer AR Rehman, Grandmaster Vishwanathan Anand, and actor Aamir Khan, among others, for endorsements.

The developments will be visible during the forthcoming festive season, which is when all apparel and consumer brands begin their new schemes and offers.

The new Vimal outlets will open within the Reliance Mart format, under which 500 stores are proposed to be opened across the country in the next few years, while the existing exclusive Vimal outlets will be renovated to match the new ones.

When questioned about the Reliance plans on launching readymade garments, Parekh said, “We have many things on the cards and cannot reveal everything now. The company will keep updating the media on developments.”

– Ranjan Kaplish

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