Trouser Town will stock all trouser brands of Madura Garments such as Allen Solly, Van Heusen, Louis Philippe, San Frisco, Spiritus and Allen Solly Outdoors.

The company has roped in film star Amitabh Bachchan to endorse the brand. The advertising will break in mid-October. Said Mr Bachchan: "I am amazed with the kind of work done by the designers and the range available."

"In the last few years the trouser market has seen a tremendous growth with more people moving away from the traditional tailor-made segment to readymade trousers. The concept of readymade trouser stores has been the result of the innovative launch," according to Madura Garments president Mr Prakash Nedungadi.

Priced in the range of Rs 495 and Rs 1,395, Trouser Town is targeted at the young urban professionals. With over 5,000 trousers in 30 different colours and 17 different fabric options that range from terrywool to tussar, the style at Trouser Town varies from formals to cargoes. Opines Mr Prakash: "After extensive consumer research we believe that there is no single place that can provide consumers with the exact fit, price, colour and brand. Thus there was a clear need-based gap in the market, which Madura Garments has moved to fill in."

The company plans to expand its chain of Trouser Town retail outlets to other metro cities to take the number to nine outlets by the end of 2001.

The company also plans take Trouser Town to international markets like the UAE, Sri Lanka and Bangladesh.