Ramraj Cotton launched its new collection of white shirts for youngsters, Ramraj White, on Thursday, with Indian cricketer Ashwin Ravichandran being introduced as their brand ambassador.
The company, which posted `600 crore business last quarter, is pitching for business worth `1,000 crore in the next quarter with its new designer white shirt collection. While Ramraj Cotton has been a pioneer in the business of white dhotis, shirts and inner-wears, and gets almost 60 per cent of its business from the sale of the white dhoti, it is now concentrating on other avenues such as the white shirt.
“We are already leading in dhoti sales with a hold over nearly 80 per cent of the market. Now it’s time to get into other possible avenues and achieve a considerable target,” said K R Nagarajan, founder of Ramraj Cotton. He said that white is the only color that will appeal to even the younger crowd, as it has ‘phenomenal power and exceptional energy like the young Indians’.
“The introduction of Ramraj White will also give us the opportunity to expand our business to other states like Maharashtra, West Bengal and Gujarat. Franchising plans are already on,” he added.
To meet the targets — both production and financial, the company is said to have already imported high technology machines from abroad, assigned an exclusive designer team for to work on shirts for youngsters, and also increased the production of shirts from 10,000 to 30,000 per day.
With the idea to further promote the brand name, the company also roped in Indian spinner Ashwin Ravichandran to grab the attention of youngsters all over the country to its youth collection. Ashwin, who is happy to be associated with the brand, said he hoped to have a long standing relationship with it. “I accepted to be part of it not just because of the brand but because of the people behind it. I am proud of what they do as a team for the betterment of society,” he said.
