True Blue by Sachin tendulkar in partnership with Arvind Fashion Brands makes its debut in Mumbai

Arvind Fashion Brands recently announced its joint venture partnership with the legendary Sachin Tendulkar to launch an iconic premium men’s wear apparel and accessories brand called True Blue. True Blue has announced the launch of its debut store at High Street Phoenix, Lower Parel. True to its name, the brand re-interprets traditional Indian heritage in the modern context, making it relevant to the spirit of the global Indian – a modern traditionalist – comfortable in his skin and someone who seamlessly blends – in either New Delhi or New York.

Rajiv Mehta, CEO, Arvind Fashion Brands Limited commented, “Menswear is the largest segment in India’s apparel market, accounting for approximately 42% of the overall market and is expected to grow consistently at a CAGR of 8.5% over the next 5 years. Upwardly mobile and contemporary fashion aspiring men with India on their sleeve, aging 25-40 are the biggest spenders in this space and that’s who True Blue would love to cater to. With True Blue, we are in the process of making the usual boring and unexplored to its potential men’s wear category unboring and more content fashion driven.”

True Blue - Logo

He further added “These customers are shopping on the go as per the need of the hour. We want to make ourselves available everywhere anywhere and anytime. Hence, this offline launch comes strategically in conjunction with Arvind’s most recent launch of India’s first true omni channel business initiative We’re making True Blue available for you through offline and online channels exclusively at”.

The apparel range designed and led by Sachin’s persona will showcase 300 styles inspired from the heart of India and is priced at INR 1,199 onwards. As this partnership with Arvind and Sachin Tendulkar grows, True Blue will launch 25-30 stores across India and will target a turnover of approximately INR 200 crores in the next 5 years.

At the launch of his own brand True Blue, Sachin Tendulkar added “There’s so much unexplored India in men’s wear fashion and I had a very specific line of thought for True Blue. It’s unique to the point that you can discover vintage prints hidden under the collar, bundis and blazers in classic celebratory tones with Indian heritage prints, polos with heritage motifs and other very interesting detailing. It truly embodies the spirit of the global Indian and you’ll see a fascinating design theory in each garment. Working on the design philosophy with the team at Arvind has been highly inspirational for me and you’ll be able to see that in my collection at the store and on”.

The first store is now open at High Street Phoenix and you can shop the collection exclusively at

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