RIL ties up with PROLINE to co-brand sports apparels

Reliance Industries (RIL) has confirmed to co-brand a range of sports apparel manufactured using its 'R|Elan' fabrics in collaboration with sportswear brand 'PROLINE'

As per the deal, 'R|Elan' co-branded 'PROLINE' products will use RIL's 'R|Elan Kooltex' or 'R|Elan FreeFlow' fabrics to manufacture odour free and quick dry garments with special properties.

"The R|Elan technologies would help consumers have a pleasant and comfortable user experience. RIL's R|Elan Kooltex is a performance fabric, capable of moisture management in apparel. It has found acceptance with the makers of PROLINE,” the company said in a statement.

"The elegant R|Elan PROLINE apparels will provide a unique experience to its customers to beat the tropical Indian climate, as the garments dry quickly thus lowering the body temperature. Whilst another range which would help cut body odour, in the tropical climate of the country,” the statement further added.

According to RIL, 'R|Elan co-branding exercise' will help the brand to consolidate its position in Rs 2,500 crore Indian sports apparel industry.

The Rs 2,500 crore active, sportswear market share amounts to 10-15 per cent of the Rs 250,000 crore Indian apparel industry, compared to its sub-segment ethnic wear and sarees commands a Rs 60,000 crore share.

"We are proud to provide R|Elan technologies to 'PROLINE' so that the Indian sports loving youth are assured of comfortable, durable, quality products. We at Reliance put thrust on developing technologies and products that bring smiles on the face of end customers," Gunjan Sharma, CMO - Polyester Business, RIL was quoted as saying in the statement.

RIL said this partnership will help them establish a strong foothold in the fast-growing sportswear market.

The umbrella brand 'R|Elan' encompasses a range of new-age fabrics through which RIL aims to cater to all consumers across all apparel segments activewear, sportswear, denim, formal wear, and womenswear.

"RIL has partnered with more than 25 textile players that are equipped to produce new-age fabrics using R|Elan technologies," the statement said.

"With increasing consumer demand for specific higher performance apparels, the opportunities for strong polyester adoption is on the rise. RIL is committed to providing one of the best solutions to the apparel manufacturers, keeping in mind the aspirations of end consumers."