The company has 3 such showrooms near its factory in Bangalore and two in Chennai and plans to open more in metropolitan cities shortly.

Madura Coats'premium products Van Heusen and Louis Phillip will be available for sale at 25 per cent to 30 per cent less than the original prices in the showroom at Parel, the city's industrial hub.

"The showroom is targeted at the value conscious upper middle-class consumer who aspires for a premium product but forgoes it for want of money. A Louis Phillipe shirt which otherwise costs as much as Rs 795 is available at Rs 600 at the showroom. Although the products will have minor defects, they will be as good as the original ones," Louis Phillipe brand manager Shailesh Chaturvedi said.

Showrooms across the country havebeen uniformly designed by European architect Jaun Claude Pennigette and is attuned to the product features. The showroom is segregated in such a way that one section is entirely devoted to Louis Phillip while the other for Van Heusen.

For instance, the walls displaying Van Heusen is painted yellow, since the product has long been associated with that colour, Chaturvdei said.

As part of a promotional activity, Louis Philippe also offers a dream destination for its customers and London has been selected for this year. Louis Philippe has offred destinations like Carribean Fiesta, African safari and Tourde France in the past.