Bombay Dyeing, the textile arm of the Wadia group, is readying itself to re-enter the readymade apparel market with menswear garments. The company had earlier introduced an apparel brand called Vivaldi and had sold it to Proline. Bombay Dyeing is also planning to open close to 100 franchise stores in Tier-II and Tier-III cities before the year end.

“The demand for readymade apparel is huge in South India and the company is looking at test marketing its new brand in the region,” quoted Aloke Banerjee, Bombay Dyeing’s CEO to the media, adding that the new menswear brand will gradually be introduced to other markets across India. The company has started campaigning for its new merchandise and is said to enter Central Asia, where it will sell its products in multi-brand stores. The firm is looking to set up 100 franchisee stores and has currently decided to price the apparels below Rs 1,000/- per piece.

The current market leaders in the menswear segment are Louis Philippe, Allen Solly and Aditya Birla’s Madura Fashion and Lifestyle.