"Western wear is growing at a faster pace than ethnic wear. To give push to our in-house ethnic wear brand 'Melange' we have roped in Deepika as she perfectly embodies the values that the brand stands for," Lifestyle International Assistant Vice President Srinivasan Rao told PTI.
Revenue from 'Melange' in fiscal 2013-14 stood at Rs 100 crore. Total revenue reported by Lifestyle in 2013-14 was Rs 2,500 crore.
"We have been seeing good traction in 'Melange'. We expect healthy double digit growth for the brand this fiscal," he added.
Rao said depite economic slowdown, the company has not witnessed any decline in consumption and sales.
Lifestyle company will roll out new brand campaign featuring Padukone in mid-April.
The campaign would be primarily run on print and digital reaching out to the primary audience of the brand which is 18-32 years old urban female, the company said in a statement.