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Sachin Tendulkar's JV partnership with Arvind Fashions launches brand True Blue

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New Delhi: Legendary cricketer Sachin Tendulkar has joined Arvind Fashion Brands Ltd in a joint venture partnership to launch premium apparel and accessories brand for men’s wear  called True Blue. The growing menswear category has been a strong decision maker to launch the brand. True Blue will launch 25-30 stores across India and plans to target a turnover of Rs 200 crore in the next 5 years.

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. The brand will see its first offline store launch in May 2016 in Mumbai. 

At the announcement today, Arvind Fashion Brands Limited CEO Rajiv Mehta said, “Arvind is already known to be a dominating and leading retail giant in the business of brands. The retail industry and the overall sentiment towards homegrown brands are very strong. Our expertise combined with Sachin’s unmatched love for anything Indian boosted our decision and that brought into play this significant joint venture partnership”.

He further added “Built and launched with a vision to become one of India’s most iconic and admired brands, True Blue is an independent strong brand targeted towards the modern Indian consumer segment, creating a long-term brand equity value. Our apparel aims to dip into every Indian sentiment and it has something to offer to everyone who loves anything Indian with that modern touch to it. We believe the brand has all the right ingredients for its success.”

At the launch of his first ever fashion brand, Sachin Tendulkar added “The thought of crafting something highly iconic and that every Indian can talk to has been on my mind for a long time. When Arvind Fashion Brands shared this vision with me, there was a real synergy in our thoughts. Through our partnership, we will deliver an unmatched and never seen before range of clothing experiences that combine Indian elements with a modern artistic touch. You’ll see a lot of my own identity in the clothes and I hope you find it as inspiring as I did while creating True Blue!”

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