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Tuesday, 22 January 2013 00:00 - - {{hitsCtrl.values.hits}}
By Shabiya Ali Ahlam
Siyaram’s, India’s largest producer of blended high fashion suiting, shirting and apparel, is entering the Sri Lankan market with its first-ever women’s wear collection, Siya. The entry into Sri Lanka was heralded by a fashion show and a meeting with industry heads.
The ramp dazzled with the chic ready-to-wear collection of stylish shalwar kameez dupatta at the official launch of Siya which was held last weekend at the Taj Samudra, Colombo.
Introducing the trendy clothing line was the Siya Brand Ambassador, television actress Hina Khan, recognised for her role as Akshara in Star Plus’s Yeh Rishta Kya Kehlata Hai, who flew to Sri Lanka to grace the occasion.
Siyaram’s being a popular partner of Bollywood for over 30 years; the brand has been associated with A-list celebrities including Bollywood heartthrob Hrithik Roshan, popular Indian fashion designer Manish Malhotra, cricket star Mahendra Singh Dhoni, and actress and singer Priyanka Chopra.
Since the company’s establishment in 1978, Siya is the first women’s wear brand from Siyaram’s which has ventured into the international market to cater to women with traditional Indian clothing.
Following the launch in Sri Lanka, the collection is all set to take off in Bangladesh, Dubai and London over the next few weeks.
Siyaram’s Executive Director Kishan Poddar said at the launch: “Siya brings to you affordable and fashionable clothing in a price range to suit every pocket and it is our privilege to launch this great product in Sri Lanka.”
Acknowledging the fact that the backbone for its 30-year success is its relationship with its dealers and its retailer network, Poddar further stated, “Siya comes along with the ultimate assurance in quality and high fashion that is the hallmark of all Siyaram’s products.”
Alongside Siya, the acclaimed Indian brand will also make available in Sri Lankan its ‘ready to stitch fabrics’ catering to the fashion of both sexes.
When asked where the garments would be made available, Siyaram’s President for Exports N.P. Singh told the Daily FT that the top officials of the company have called for a meeting with leading retailers of Sri Lanka to showcase the Siya clothing line and it is from this meeting that selected distribution channels will be picked for the newly launched collection.
Making rapid strides both in India and globally, Siyaram’s is the biggest apparel exporter of India in terms of volume and is the market leader in blended suiting.
With its products available in every nook of the country through its 65,000 retailer network, the brand has successfully established itself as a household name in India.
With its own high tech eco-friendly manufacturing plants in Tarapurm Daman and Mumbai, Siyaram’s is one of the only few textile brands to be listed as a fortune company with a turnover of $ 250 million annually according to the company’s website. Major brands listed under the Siyaram’s umbrella include Siyaram Suiting & Shirting, Mistair, J. Hampstead, Oxemberg, Miniature, Featherz and Royale Linen.
