Arvind Ltd – Textile major launched ready-to-stitch denims brand Intellifabrix to tap into the potential of the mass market for ready-to-stitch, said Mr Aamir Akhtar, Chief Executive Officer, Denim Fabrics.

“We see great potential in this segment. The affordable work-wear will be available in regular and stretch for both men and women,” he said, without divulging sales targets.

Priced in the Rs 299-450 range, it will be a value proposition at affordable prices for the masses and going forward, the company would also launch slightly high priced fabrics to cater to the market that is willing to buy cloth at slightly higher prices, he said.

After Gujarat, the ready-to-stitch will be launched in West Bengal and South India to gauge the public reactions.