"People think Cambridge is just formal shirts and trousers, though we have launched accessories like ties and designer shirts in the last 10 years," he added. The company also launched Cambridge Gold, which is targeted at the upper class executive and businessmen and carries a similar price tag.

Mr Bhatia said the Cambridge brand would continue for its loyal clientele who prefer a particular collection. He added that the brand has a large customer base -- those over 27-years of age would not like to give up the "reasonably priced" brand.

Contours would target new customers, who are looking for semi-formal and casual wear. The trend is towards casual dressing and Contours will be designed and priced for the premium segment. "Contours customer base will be different and hence the shirts will be of superior quality yarn and the fit will be different from the existing Cambridge brand," he added. Unlike Cambridge, which is sold through company-owned retail outlets, Contours will be sold though multiple brand stores, to have a competitive edge over other brands. Cambridge has a strong distribution network comprising three company-owned showrooms, 40 franchise outlets and over 1,000 retail outlets all over the country.

After Contours, the company is targeting kids and plans to launch childrens' wear. Mr Bhatia said, "There are few brands for the fast-growing kids wear market and we are going to price our range much lower compared to other brands in the market." Children in the age group of four to 13 years will be targeted and priced Rs 220 upwards.

Cambridge is also launching its summer collection in the next two weeks.