The group has finalised a four-pronged strategy, which includes setting up a retail chain of 300 outlets and acquisition of apparel brands.

"The FMCT concept is being introduced in India for the first time. This implies that all textile products that a consumer wants should be provided under one roof," says S Kumar Synfabs managing director Nitin Kasliwal.

Transformation efforts have already reached a high pitch with the company introducing a direct-to-retail system whereby 400 field officers will directly interact with retailers. This, in effect, means a partial go by to the traditional wholesale approach.

"Introduction of direct-to-retail system does not necessarily mean that the wholesale concept is fully done away with. Some wholesalers will remain with us and others will turn guarantors for retailers," Kasliwal said.

As part of the strategy, the company's ready-to-wear business will be expanded by creating distinctive sub-categories targeted at middle level and top-end consumers.

"The idea is to provide a complete wardrobe encompassing the entire gamut of formal wear, casual wear, childrens' wear, ladies wear and home textiles. More brands will be added in the ready-to-wear business through acquisitions. The company is in the process of acquiring one or two brands," said Kasliwal.

Exclusive S Kumars showrooms for the sale of ready-to-wear garments will be opened in major cities. Some of these will have a shop-n-stop for Reid & Taylor, the company's premium brand. While S Kumars showrooms will offer only ready-to-wear products, a host of Reid & Taylor showrooms will also be opened for the high quality conscious consumer.

In keeping with the trend of making Internet a business tool, S Kumars Synfabs will start online-information networking with dealers and retail outlets. This will help keep a close track of available goods and ensuring regular supply.

The fresh strategy will also see the company set up a high value shirting project near Delhi modelled on the lines of a typical European textile manufacturing concern. Eight expats has already been roped in to head various units in the new project in a bid to achieve international standards.

"This project is primarily aimed at exports. Seventy per cent of the products will be exported," Kasliwal said.

S Kumars has already kicked off an advertising campaign featuring James Bond and has appointed Kapil Dev brand ambassador for the promotion of blended shirting. These campaigns will continue for the next 2-3 years to give a boost to the new product launches.

Says Kasliwal: "The well established S Kumars brand and the fast emerging Reid & Taylor brand, the new apparel brands and the marketing and advertisng strategies will reinforce S Kumars Synfabs position as a strong branded consumer textile company in India."