A senior company executive said, "We will realign the entire brands portfolio with an objective to cater to all categories of customers, all income segments, all town class segments with world class garments."

"There is a problem of perception here that denim is only for the rich or the college-goers or the city people. However, it is something that almost anybody can use. It is a comfortable and good looking fabric that can penetrate the rural markets of the country easily," he added.

Arvind Mills owns the largest selling denim brand in the country, Ruf & Tuf.

It also owns the Newport and Flying Machine brands. Among its other brands are Arrow, Excalibre and Ruggers. It is also a franchisee for Lee in India.

The company is the third largest manufacturer of the denim fabric in the world. Around 55 per cent ofthe company's production is exported and the fabric is used by most world class companies. The Ruf & Tuf brand revolutionised the denim market after Arvind launched the denim trousers kit. It contains the cloth and accessories which can be fitted by a tailor according to the wearer's personal preference.

Later, Arvind Mills launched the Ruf & Tuf readymade trousers. The company executive said, "We are now phasing the kit out. In fact, the readymade trouser is a better product than the kit."

At present, around 35 per cent of the Ruf & Tuf brand are sold in the small towns and rural areas. The company expects to sell two lakh pieces of Ruf & Tuf every month in the coming year.

The penetration of denim in the market is still extremely low. An Indian uses 0.04 metres of denim every year. Whereas the per capita consumption of denim in the United States is 2.8 metres per annum. That is 70 times that of India.

"The country's total consumption is around 20 million metres per year. If India just moves up from0.04 m per year to 0.08 m per year the market will double," he said.

Ruf & Tuf jeans are available in 15 different colours. There are three varieties each of green, grey and brown and there are six varieties of blue.