Reliance Industries (RIL) has entered in a partnership with ‘PROLINE’ to co-brand a range of sports apparel manufactured using its ‘R|Elan’ fabrics.
According to the agreement, the R|Elan’ co-branded ‘PROLINE’ products will use RIL’s ‘R|Elan Kooltex’ or ‘R|Elan FreeFlow’ fabrics to manufacture garments with special properties of odour free and quick dry.
“The R|Elan technologies would help consumers have a pleasant and comfortable user experience. RIL’s R|Elan Kooltex is a performance fabric, capable of moisture management in apparel. It has found acceptance with the makers of PROLINE,” the company said in a statement.
According to the company, it will give it a strong foothold in the Rs 2,500 crore Indian sports apparel industry.
“The elegant 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 which would help cut body odour, in the tropical climate of the country,” the company further added.
The active, sportswear segment has a 10-15 per cent, or Rs 2,500 crore market share of the Rs 250,000 crore Indian apparel industry, while its largest sub-segment — ethnic wear and sarees commands a Rs 60,000 crore share.
According to the company, the partnership will establish strong foothold in the fast-growing sportswear market.
“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 brings smiles on the face of end customers,” Gunjan Sharma, CMO – Polyester Business, RIL said in an official statement.
“RIL has partnered with more than 25 textile players that are equipped to produce new-age fabrics using R|Elan technologies,” the statement further stated.
The umbrella brand incorporates a range of new-age fabrics through which RIL aims to cater to all consumers across all apparel segments – active wear, sportswear, denim, formal wear and womenswear.