eadymade garments and fabric maker Raymond is looking at Be:, the company�s three-year old ambitious pr�t label backed by Indian designers, as a springboard for a bigger share of the women�s wear market. "We are committed to pr�t," says Paulomi Dhawan, director, Be:. Last year the brand clocked a turnover of Rs 8 crore; Raymond is looking to double that by the end of this year.

The Rs 4,000-crore women�s wear market in India is finally showing some signs of organisation. About three years back Madura Garments extended its Allen Solly brand into this segment, and ColorPlus did so earlier. Even a smaller player like TCNS Clothing (which markets the W range of women�s wear) has thrown its hat into the ring, taking on unorganised players who rule the market. For the company that gets its style-price equation right, women�s wear could well be a jackpot. Raymond is working hard to ensure it�s right there in the thick of all the action. ... more