Made of 100 per cent cotton and free of physically harmful dyes, Classic Polo is expected to be on par with the global brands in terms of quality and comfort. "We believe in giving international quality at Indian prices", says Mr R Shanmugam, managing director of Royal Classic Mills.

Like in the European market, the company is introducing season-based product development in India also. The range of Classic Polo T-shirts, their fabric and styling will keep changing season wise with new collections for Spring, Summer, Autumn and Winter. The company also plans to introduce new styles every month, apart from launching women's wear in June-July this year.

The complete integration of manufacturing facility coupled with over a decade of experience in international marketing is expected to enable the brand to offer a quality product to the Indian consumer. The company is looking at sales of Rs 12 crore in the domestic market in the first year of operations and expects it to go up to Rs 60 crore by fiscal 2005. To achieve the target, it is planning to be present in 1,500 outlets in all the major cities and towns in the country by end of this year-South and West by May, East by Durga Puja and North by Diwali. Apart from the danglers, posters and other POP material, the company will promote the brand through outdoor advertising like hoardings, neon signs, glow signs etc.

It is also planning to be involved in college activities across the country-sponsoring inter-collegiate sports and cultural events etc. As an initial Valentine's Day offer, the company is giving away a T-shirt free on purchase of two T-shirts till the end of this month, apart from a free gift on every shirt purchased. It will have similar offerings and launch special ranges for popular festivals like Diwali and Pongal. The company is also looking at institutional sales and customised order development. It has already tied-up with departmental store-chain Lifestyle and Pothys in Chennai for putting their name and logo on the packaging.