Monday to Sunday dressing from Siyaram’s

NEW DELHI: Siyaram’s is set to launch a new ready-to-wear (RTW) sub-brand called Siyaram’s MSD. The fabric brand is being extended into the RTW category to make it more contemporary and youthful. Cricketer Mahendra Singh Dhoni has been roped in as the endorser for both Siyaram’s and MSD, which stands not for Dhoni’s initials, but for Monday to Sunday Dressing.

Says Ramesh Poddar, managing director, Siyaram’s, “We are going to leverage the brand equity of Siyaram’s to extend it to the RTW category. Apart from our expertise in fabric, our strong retail presence extending to about 30,000 multi-brand outlets will come handy in promoting Siyaram’s MSD.”

Siyaram’s MSD will be a mid to premium RTW brand, targeted at the age group 20-35 years and will comprise formals, semi-formals, casuals and club wear. While the fabric market is growing at 2-3%, the RTW market is seeing a growth of 10-12%.

Dhoni’s contract with Siyaram’s is for two years. “Dhoni embodies the spirit of the young achiever, which fits in perfectly with Siyaram’s new image as a youthful fashion brand,” says Ajay Chandwani, CEO, Percept H.
Siyaram will set up a Rs 20-crore garment unit for MSD in Daman.

Siyaram Silk Mills Ltd has brands like J Hampstead, Mistair, Oxemberg, apart from Siyaram’s. While Siyaram’s is the largest brand in the portfolio with revenues of Rs 280 crore, Mistair contributes close to Rs 40 crore, J Hampstead Rs 30 crore and Oxemberg Rs 35 crore. The company is projected to earn revenues of Rs 500 crore this fiscal.