Reliance Industries on Friday partnered with fashion e-commerce player Myntra to co-brand its exclusive denim collection Mast & Harbour with the flagship product from the former, RElan FeelFresh.
Myntra is one of the fastest growing fashion brands in the country and a great platform to launch apparels made out of innovative technologies.
The collection of Mast & Harbour fabric will be made by using the RElan FeelFresh technology that offers anti-microbial and anti-odour properties.
RIL’s RElan will get its visibility through hand tags on the products and other publicity tools at the point of sale.
RElan is a B2B2C initiative which creates co-branded polyester apparel range.
Co-Branding occurs when 2 established brand names of different companies are used on the same product.
Recently, RIL entered into a partnership with VF Corporation of the US, which owns the world’s largest denim player Wrangler, to co-brand the Inficool denim range and to market in China, India, Japan and Thailand.
RIL has identified Westerns states in the country as one of the key focus areas for RElan.
RIL is targeting 50-60 mills which have the innovation inclination and manufacturing excellence to be its hub excellence partners.
It is in the process of meeting 180-200 top brands/garment makers and exporters to showcase RElan product range.
Co-branding will give RIL a foothold in the estimated Rs 2.5-trillion domestic apparel market.
Reliance is coming up with such partnerships and offerings in order to cater the market which is currently being served by online giants like Myntra and Jabong.
