All this while, Proline had sportswear, leisure and casual wear range of apparel for the mid-market segment. In April 2000, it is launching a top-line range for the premium segment.

For the purpose, it has signed a formal agreement with US based K-Swiss to become the sole licensee for its range of shoes and apparel in India. K-Swiss is a $400 million company with top of the line brands. According to Proline's chief operating officer Kabir Lumba: ``By marketing K-Swiss brand in India, we are ensuring that we have a presence in the premium category too. However, K-Swiss will not be competing with our brand because we cater to the mid-market segment.''

Proline is also launching a range of functional sportswear in the coming months. Six months from now, it will launch lycra shorts for cycling.Proline has a presence in the United Kingdom market; selling Urban Stone and Simon which are considered casual wear. The company is planning to launch Urban Stone in India this year. This is expected to cater to that class of audience who would like an international feel to their wardrobe.

At present, Proline's range of products include casual and semi-formal shirts, T-shirts, trousers, shorts, track packs and accessories. However, the company has always been associated with sportswear right from its product portfolio to advertising campaign, point out industry observers. Hence the company has been undergoing a major restructuring exercise since the last 10 months. As part of the exercise, the company is releasing a new ad campaign by April 2000. Chaitra Leo Burnett has been signed as the ad agency. The media plan includes print, outdoor, below the line promotions and television commercial. The campaign deals with the sportsman spirit and not the sportswear range. Says Lumba: ``We are looking at a state of mind rather than a product/brand specific positioning.

Last year, Proline posted a turnover of Rs 15 crore in 1999-2000. The company is expecting to double the turnover this year.