CHENNAI: City-based menswear brand Indian Terrain Fashions Ltd has signed Indian cricket icon Mahendra Singh Dhoni as its brand ambassador.
Following the signing the company plans to double its retail network to 300 outlets and is looking at a turnover of Rs 6.5 billion in three year’s time, founder chairman Venky Rajgopal told reporters here Monday.
Ruling out an entry into the women’s wear segment, Rajagopal said there is great opportunity for growth in the men’s and boy’s wear segments.
“We are elated to welcome Mahendra Singh Dhoni to the Indian Terrain family. His popularity across the country will help take the brand to the next level,” Rajgopal said.
Rajgopal told newspersons that the agreement with Dhoni is for two years. Dhoni’s inspiring presence, quiet fortitude and power-packed performances on and off the cricketing field, make him the ideal representative of the brand, Businessline quotes him as having said.
“We are not linking the brand ambassadorship with the fact that he plays cricket. We have a tie-up with an individual who will be on the mind of the Indian public for at least two-three years,” he added.
Charath Narsimhan, managing director, Indian Terrain, said that the association with Dhoni will help the brand strengthen its leadership position in the southern markets and aid expansion in the North and East markets. With this new start, Narsimhan said, “We are looking to refine our offerings under Terrain Jeans and build a unique collection for young Indians.”
Speaking on the association, Mihir Diwakar, managing director, Aarka Sports (Dhoni’s sports management company), said: “As a sports and player management company, we are always looking out for synergistic associations for our players. There is a natural fitment between Mahendra Singh Dhoni and Indian Terrain and we are glad to have enabled this unique alliance that we are sure will be mutually beneficial.”
For the financial year ended March 31, 2019, the company reported a net profit of ₹25 crore on a 14% increase in revenue to Rs 4.22 billion (Rs 4.01 billion), Businessline reports.
