Maxwell group's chairman JK Pathare said that the company is branching out to the burgeoning retail chain business by setting up a string of super markets all over the country. The company had forayed into the retail business segment with the launch of `My Form Super Markets' in Banglore in 1999. The company is planning to take the total number of supermarkets to the 200 mark by the year 2001. The company will invest nearly Rs 100 crore to set up the 200 supermarkets by the turn of the next fiscal, Pathare said.He said Maxwell is also branching out to the leather segment by launching its `Belleni' brand of shoes. The company will soon open exclusive showrooms for its new products through out India, the officials said.

Maxwell Apparel Industries Ltd, the flagship of the well-diversified Maxwell group of companies, has announced the results of its `VIP Carnival Hangama' awards here on Friday. The prestigious first prize in the contest, a coveted Honda City car, went in favour of UY Ibrahim of Thrissur.

The company, which produces the VIP range of undergarments in India, has conducted the `Hangama' as a part of its marketing blitz launched a couple of months back. It was for the first time that any dress manufacturer in the country setting up such expensive awards for its customers as a part of its brand promotion drive.

The company officials said that anybody who purchased two VIP brand products were eligible for the novel contest. Besides Honda City, the range of awards include the sleek new generation automobiles like Mitsubushi Lancer, Tata Indica, Santro and Matiz. The winner was selected through a draw of coupons supplied along with their purchases. The contest was held in Mumbai on January 25 in the presence of eminent personalities and dealers, the company spokesman said.

Maxwell Apparels is the producer of the leading VIP range of under garments. The company's VIP stable include Frenchie, Feelings, Bonus, Leader, Rosto and Brat. Besides, Maxwell also manufacture VIP Excel Socks and VIP designer briefs.

The company, which was incorporated in 1970, had netted a turnover of Rs 200 crore from the VIP range of undergarments alone, making it the market leader in the business. The group's turnover touched a whopping Rs 350-crore as on March 31, 2000.

Maxwell industries has tied up with a leading US firm to manufacture and distribute the `Loveable' brand in India. Maxwell initially launched the Loveable brand with the introduction Loveable brassieres. The company has diversified into the ready-to-wear segment with the launch of Loveable brand of jeans in 1998.