``Through Ebony Etc, we hope to offer a greater choice in apparels and thattoo, in truly affordable price brackets,'' DS group's executive director B SNarula told The Financial Express. According to Narula, the Ebony Etc brandwill be 25 per cent cheaper than the leading apparel brands currentlyavailable in the retail store.

As for the choice of the brand name, Narula said that Ebony Etc has beenused as an adjunct so that this name can be extended across all productcategories. Starting initially with formal and casual wear for men andwomen, the Ebony Etc brand will later make a foray into kids wear as well.The men's formal wear will include an entire range of formal and semi-formalshirts priced Rs 545 onwards as well as a range of daily wear cottontrousers priced Rs 695 onwards. The Ebony Etc range will also offer formalparty wear. Casual wears in the form of single jersey and Polo piqueT-shirts will be available at a price range of Rs 245 to Rs 395.For women, Ebony Etc will showcase the western collection-priced at Rs 135onwards. The Ebony Etc collection has been created by a team of professionaland experienced fashion designers along the lines of the latest in Europeanfashion.

According to Narula, it has been possible to offer quality products tocustomers at competitive prices by sourcing merchandise directly from thefactory thus cutting off the distributor from the channel. Additionally, acheck on quality is ensured by having a choice in the selection of thefactory as well as complete control on the manufacturing processes, choiceof fabrics, design, styles and fits.

The in-house brand, hopes the company, will contribute about one-third ofthe total sales of the men's section in the first year. Since the brand willbe sold only through the Ebony retail stores-present in Delhi, Noida andChandigarh-the company is not considering advertising as of now. Instead, itis relying on in-store promotions and developing a direct contact with itselite club members through direct mail.

The Ebony chain is part of $300 million DS Group headed by HS Narula, an NRIbased in London.