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New Delhi: Menswear cast Peter England launched on Monday a accumulating of handloom shirts in affiliation with India Handloom Cast (IHB), a government action to advance aerial affection handloom products.

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The menswear cast from Aditya Birla Fashion and Retail Ltd (ABFRL) is the latest to accomplice IHB, afterward women’s indigenous abrasion cast BIBA and ABFRL-owned Allen Solly.

As allotment of this, Peter England has collaborated with handloom weavers from Andhra Pradesh to advance an absolute band of shirts. ABFRL will initially advertise shirts from this accumulating at Rs1,699 anniversary at 15 Peter England outlets, afore demography them to at atomic 75 outlets beyond 25-30 cities by 2017-18.

“We appetite to accumulate the accumulating affordable. So, we accept advisedly kept margins low in these products. We accept been alive on acceptable fabrics for the aftermost six years. This action is a allotment of that legacy,” said Manish Singhai, cast arch at Peter England, Madura Fashion and Lifestyle, a assemblage of ABFRL. Apart from Peter England, Madura Fashion and Lifestyle has brands like Louis Philippe, Van Heusen and Pantaloons in its portfolio.

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Singhai added that Pantaloons is additionally attractive at partnering with IHB. “Pantaloons is still evaluating the affairs but has not accomplished anything,” he said.

Earlier this month, BIBA had collaborated with IHB and launched a bounce summer accumulating of handloom garments, while Allen Solly partnered with Pochampally Handloom Weavers Co-operative Society from Telangana in October.

Currently, Peter England operates 700 absolute cast outlets in India and about 15 food alfresco the country. The aggregation sells apparel priced amid Rs1,000 and Rs3,000. It is planning to add 50-60 added food this year.

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Smriti Irani, abbot of textiles, said at the barrage of the partnership, “Authentic handloom articles accept consistently begin resonance with Indian consumer. Our affiliation with Aditya Birla Fashion and Retail’s able-bodied accepted cast Peter England will acquiesce weavers to cloy this appeal by authoritative their articles accessible in the market.”

Alok Kumar, development abettor (handlooms) at the admiral of textiles, said the admiral had met 10 apparel accomplishment firms in August who had apparent absorption in partnering with IHB.

“Ten brands had appear advanced for this initiative. While some accept already started bearing handloom products, others are in the testing stage. Colorplus and Reliance Trends accept apparent absorption in this initiative,” he said.

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IHB was launched by Prime Abbot Narendra Modi on 7 August aftermost year, which was additionally declared as the National Handloom Day. The government alien the handloom mark arrangement in 2006 to assure consumers about the actuality of handloom products.

Earlier this week, ABFRL appear a 6.97% access in its September division net accumulation at Rs64.89 crore, up from Rs60.66 crore a year ago. Its absolute assets from operations stood at Rs1,886.73 crore during the quarter, adjoin Rs1,668.36 crore a year ago.

First Published: Tue, Nov 29 2016. 12 54 AM IST

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