Reliance Industries has partnered with the fashion e- commerce company Myntra to co-brand its exclusive denim wear collection, Mast & Harbour, with flagship product from the former, RElan FeelFresh.

“RElan FeelFresh is one of our flagship products. The association with Myntra, being one of the fastest growing fashion brands in the country, provides us a great platform to launch apparels made out of our innovative technologies. We hope to partner with them on our other performance products as well,” said Gunjan Sharma, CMO, polyester business in a statement.

Recently, Reliance Industries had also entered into a partnership with the US-based VF Corporation, which owns Wrangler, one of the biggest denim wear players in the market there. The partnership was to co-brand the Inficool denim range and market them in India, Thailand, Japan and China.

As per the deal with Myntra, Reliance will get recognition and visibility in the form of hang-tags on the products and other publicity tools on point of sale systems. Reliance has identified the western states as their target market, with the key areas being Bhiwandi, Tarapur, Ichalkaranj, Malegaon, Navapur in Maharashtra and Surat, Ahemdabad, Vapi and Umbergaon in Gujarat. The company is targeting 50 – 60 mills have the needed innovative and manufacturing excellence to be its hub excellence partners in the project. The mills will form the supply chain and provide the brand with fabrics. The company is also in the process of meeting top brands/ garment makers and exporters to showcase the product range. This co-branding partnership will enable RIL to have a foothold in the Rs 2.5 trillion domestic apparel market.