US jeans major, Arvind Mills in JV

Tuesday, September 5, 2006

The $7-billion VF Corporation of US is setting up a joint venture with Arvind Mills to design, market and distribute VF’s branded lifestyle apparel in India.

Many will recognize Arvind as the company behind Ruf-n-Tuf jeans, a BOP innovation documented by C.K. Prahalad and Stuart Hart in their article, “Fortune at the Bottom of the Pyramid” in 2002.?

Chairman Eric Wiseman: India is a “perfect market for us” because of its huge branded apparel market, rapidly growing economy and spending power, and the growing aspirations of its people.

Source: Times of India (link opens in a new window)