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Mauritius apparel brand IV Play will soon be launched in the country.
IV Play is a fashion brand for men, women and children launched in 1994 by Mario Guillot, a French designer, who fell in love with Mauritius and made it his home.
It is a fast-selling brand with five stores in Mauritius where “it is placed along the likes of Calvin Klein and Diesel. It is also a huge hit among tourists,” says Chennai-based entrepreneur Vijay Jhaver who has bagged the licensing rights to manufacture and distribute the brand in India.
The brand stands for quirky, bold fashion, says Jhaver. “For instance, many of the jeans are in colours such as red and orange. Even the trims and buttons are unusual. Something the Indian market is not used to.”
But Jhaver is confident the brand will appeal to Indian consumers as “they are bored of the same type of clothes.”
Jhaver is in talks with a couple of departmental stores to launch the brand in July with men’s and women’s wearin Chennai first, followed by Bangalore, Chandigarh and Ludhiana.
IV Play hopes to compete with brands such as US Polo, Benetton, Jack and Jones and Levi’s. T-shirts will be priced at Rs 700-1,200, jeans at Rs 2,800-4,000 and shirts at Rs 1,400-2,200.
Jhaver has tied up with vendors in Tirupur, Chennai and Bangalore to source the clothes. His company, Mess Age Co, is also supplying products to the Mauritian stores.
Apart from this venture, Jhaver, a chartered accountant by education, also owns the franchise for Wraps & Rolls kiosks in Chennai.
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