With prices ranging between Rs 395 and Rs 975, Ashima is targeting ``quality-conscious value hunters'' for its range of shirts, trousers, T-shirts and denims. In a bid to determine a positioning for the new brand Logo, Ashima commissioned Atlanta-based apparel consulting firm Kurt Salmon & Associates-which was also involved in the launch of its Icon brand a year ago (for ready-to-stitch packs of shirts, trousers and jeans).

The study showed that there was a slot for a mid-priced range in the 100 per cent cotton category, as distinct from leading premium brands Madura, Arvind, Zodiac, and Park Avenue. ``Consumers know that 100 per centcotton is more expensive than polyester-cotton based brands. But our studies showed that they would like it to be more reasonably priced and come in an extensive range,'' says Bhandari. A major print campaign, handled by Mumbai-based Interface Communications, will unfold during Diwali, when the demand for apparel soars. According to Bhandari, the brand Logo is meant to convey: `You don't need someone else's logo to gain social recognition. You create your own logo or identity when you wear clothes.'

Currently, the top priority for the company is to build a new retail network. Determined to be present at at least 500 counters, including 100 in Delhi, in the first year, Ashima has tied up seven distributors to work in conjunction with Icon's sales force of 20, so far.

The company has finalised plans for exclusive showrooms--one each in Ahmedabad and Delhi and two in Hyderabad-and established half-a-dozen shop-in-shop counters across major cities in the country. By Diwali it seeks to be present in Rajasthan,Gujarat and metros like Delhi, Hyderabad, Pune, Chennai and Calcutta.

Ashima expects the new brand to contribute over Rs 10 crore to its sales. It expects the group turnover to rise from Rs 450 crore to Rs 500 crore in 1999-2000. Currently, Ashima sells fabrics to brands like Louis Philippe, Van Heusen, Color Plus, Killer and even Mark & Spencers. Its strategic alliance with the US-based Cone Mills Corporation, one of the world's largest denim makers, has resulted in exports accounting for around 50 per cent of turnover--with its fabrics sold to the western markets under the brand name of AshimaCone.