Reliance Industries Ltd (RIL) has entered in a partnership with Proline, India’s leading sports apparel brand, to co-brand a range of sports apparels with R|Elan. Encompassing a range of new-age fabrics, R|Elan is an umbrella brand from the house of RIL. The R|Elan technologies will help consumers have a pleasant and comfortable user experience.
As per the deal, R|Elan co-branded Proline products will use RIL’s R|Elan Kooltex or R|Elan FeelFresh fabrics to manufacture world class products to offer quality and an unique experience to its customers. The partnership will help Proline to make garments with special properties of odour free and quick dry.
The elegant R|Elan 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. RIL’s R|Elan Kooltex is a performance fabric, capable of moisture management in apparel.
“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. This partnership will help us establish strong foothold in the fast growing sportswear market,” said Gunjan Sharma, CMO – Polyester Business, RIL.
“We will offer a range of apparels, made from R|Elan Kooltex fabric to our customers in Indian markets. This partnership will help us offer our young customers, both men and women, to wear ‘cool and dry’ high performance apparels during hectic activities. This partnership envisages creating niche and providing comfortable and unique experience to customers,” Sandeep Mukim, managing director, Proline, said.
As per the partnership deal, R|Elan will get visibility in the form of hangtags on garments, as well as in store display at points of sale. On its part, RIL will ensure that superior-quality, high-performance R|Elan fabrics are supplied exclusively to Proline for sports apparel applications.
In the online space Proline retails through Myntra, Jabong, Ajio, Amazon and Flipkart. To reach out to the customers, co-branding promotion initiatives will be carried out at major sporting events and instore call outs and display of demonstration kits at point of sale. Proline has devised an aggressive strategy to compete with international brans by offering best quality R|Elan Proline products at substantially competitive prices compared to international brands.
R|Elan products will provide consumers next generation fabrics which are in line with the latest fashion trends and fulfil lifestyle needs as well. (RR)