MTV has tied up with the Bangalore-based Jay Gee group to bring the entireapparel and accessories portfolio under its new business venture, MTV Style.While MTV will market and promote the fashion wear, Jay Gee will manufacturethe products. MTV will get a royalty from the Gee group which will increasewith a rise in turnover.

MTV Style will be launched between April 15-30 in Mumbai, Bangalore andDelhi before spreading out to the other five metros by May 30. "We will rollout to another 20 towns by October. We plan to be available in 100 towns inthe first year of operations," Jay Gee group managing director Krish RKrishnan said.

MTV's core audience will be the 15-24 age group while the secondary targetwill be 25-35-year-olds. The fashion wear will have 168 stylings and therange will include antifits, knee-ons, detachable pants, hipsters, drawstrings, capri pants, tees, cotton shirts, halters, skirts and dresses. Theaccessories collection will include wallets, caps, sling bags andportfolios.

"MTV India is one of the three most powerful MTV brands across the world. Weare extending this powerhouse of equity across newer youth categories andopportunities. Following the music compilations, MTV Style continues the MTV juggernaut of creative and innovative ideas," said MTV Indiamanaging director Alex Kuruvilla.

The apparel pricing will vary from Rs 275-Rs 1,250. "The entry pricingbetween Rs 275-Rs 350 will provide us the volumes. Themid-and-premium-pricing will be image-led and drive the brand forward,"Krishnan said.

Though MTV will face competition from established brands like Peter Englandand Arrow in the mid-and-premium segments, Krishnan believed the motherbrand would add value to the merchandising products in the youth segment."We will promote the mother brand rather than do a product segmentationadvertising," he said.

Agreed Sanjiv Hiremath, vice-president, network development, licensing andmerchandising, MTV India: "We have a strong brand equity with our targetdemographic. The time is right to extend that equity off the air through ourmerchandising arm. The MTV range of merchandise will be designed to fit thelifestyle of the youth in the country."

MTV Style will be promoted by the music channel and through on-groundactivities. It will be sold in department stores, youth retail outlets andmulti-brand shops. "We are not looking at creating exclusive MTV outlets.That has never been the company's policy," Hiremath said.