Darshan Mehta, president, Arvind Brands , said that the tie-up envisages exclusivity of retailing of the Ruf & Tuf brand only through the Big Bazaar outlets.
There is no other departmental store which can give us the distribution reach and therefore the decision to tie up with Pantaloon materialised. In apparels, distribution is an issue and at Arvind at any given point of time, we have around 50,000 SKUs, said Mr Mehta. He added that even if the brand is to be made available at Pantaloon or any other multi-brand outlet, it will go through Pantaloon. Mr Mehta said that the decision came in the wake of making Ruf & Tuf a mass market brand.
The total market for denim is around 72 million pairs of jeans, out of which 3 million pairs of jeans are in the MRP of more than Rs 600. So the balance 69 million presents an enormous opportunity as the market comprises mostly of unorganised players, said Mr Mehta.
Thus the price point for the brand begins at Rs 299 to Rs 699 and by the end of the week will be available at all Big Bazaar outlets across the country. Kishore Biyani, MD of Pantaloon Retail, said that the tie-up enables Big Bazaar to get a private brand in order to expand the private label segment within the outlet.