Priced between Rs 175 to Rs 200 a meter, the fabric will remain scented for 15-20 washes. The scents have been added to the fabric during the processing of the fabric, says Gangadhar. According to him: ``People do not wash nor dryclean a suiting material so often, which means the fabric should retain the perfume for a long time.'' The objective of the company is provide value addition at the same price.

Siyaram has a existing network of 4,000 authorised retail outlets, 3,500 wholesale dealers and 50,000 retailersacross the country. The company claims it is distributing the particular product to the existing dealer network.

Surprisingly, the company is not planning to advertise the product. However, Siyaram is going in for below-the-line promotions, with point of purchase material and posters being distributed to retailers. The tagline: ``So it's not just the fabric you wear that people will notice, but also the air about you. You really will be the scenter of attraction with Scentsation.''

It is to be noted that earlier too Siyaram has tried to be innovative in terms of new suiting ideas, by providing value addition features to its existing range of suitings priced between Rs 120 to Rs 300 per meter. Three months ago, for example, the company launched `Radical'-a fabric that is water and oil repellent. Certain chemicals have been added to the fabric which act as a repellent. Siyaram claims these chemicals are harmless and eco-friendly.

To ensure that a suit is not crushed, crumpled or creased by the end of theday, Siyaram introduced `Easy-Flex'. Says Gangadhar: ``We have used a lycra-type yarn that gives the fabric a kind of elasticity.'' Result: The suiting looks well-ironed throughout the day. Optimistic that value-additions with add value to its bottomline, Siyaram expects an increase in turnover to Rs 320 crore by March 2000.

Retail strategy: As part of the brand enhancement strategy, Siyaram Silk Mills is opening an exclusive showroom in Jaipur next month making it the 14th exclusive Siyaram showroom. The company plans to increase the number to 40 in the next two years. The showrooms house Siyaram's range of suitings, shirtings, worsted fabric, Oxemberg (Siyaram's inhouse ready-made brand) and J Hampstead (Siyaram is the marketeer for this imported fabric).

The Indian decor is kept the same in all the showrooms to convey a uniform brand experience. Says Gangadhar: ``Exclusive showrooms is a strength to the company because that much sales is guaranteed. It is also to enhance the image of thecompany.'' But with the likes of market leaders like Raymond having over 200 exclusive showrooms, Siyaram is still just following the leader.