The company has already invested Rs 12 crore on the product and plans to pump in an additional Rs 3 crore for advertising the brand in the current year. "We have a carefully thought-out advertising strategy that conveys the emotional aspect of casual dressing and supports the positioning of comfort, style and premiumness of the brand," Agarwal said.

The brand will be distributed through multi-brand outlets and exclusive showrooms as well. While MOL has covered over 100 multi-brand outlets in 20 cities, it has launched only one exclusive outlet-in Delhi-so far. The company plans to open its second exclusive outlet in the next ten days. Also, the distribution is North-dominated so far. ``By the end of this year,we plan to cover 50 per cent of the country,'' Agarwal said.

The range is aggressively priced at Rs 190 to Rs 700 and offers products like T-shirts, cotton shirts and trousers for both men and women's wear. According to vice-president marketing Aninda Mukharji, MOL also plans to launch semi-Indianised western clothing for Indian women using Swarovski crystals in the near future. Called `Indishirt', this will be styled to suit Indian women and priced at Rs 625 onwards.

The company had recently launched men's undergarments under the brand Champs after it phased out its earlier mid-priced brand Bhilwara Classic. According to Agarwal, Champs had been received well and hoped to achieve a turnover of Rs 15 crore by May 2001.

As for Buddy Davis, MOL plans to achieve a turnover of Rs 12 crore during the first year of its launch and has targeted a Rs 100 crore turnover in the next five years.