Summer And Sweat Remain Inseparable. But, With The Sun Shining Bright Outside, Remaining Indoors Can Spell No Fun. Summer Happens To Be The Season For Sports. Allowing Its Patrons To Enjoy The Season Without Fretting About Sweat Is The Range ‘Duke Game’ From Duke Fashion (India) Ltd.
It remains no secret that India has the youngest population in the world. And, when we talk of youth, sports and other sporting activities go hand in hand. This has led to a revolution in the way Indians now want to dress. Western casuals dominate, with active and fashionable sportswear forming an integral part of the wardrobe. A lot many international brands satiate the need for active sportswear in India but a few homegrown brands too are seen to be giving stiff competitions to the legendry international brands that are available in the country. This summer, one of India’s most preferred apparel brands, Duke, brings in Duke Game, which has been exclusively designed to take care of the sweat without compromising on the design and style.
Launched in 1966, Duke can easily qualify to being a veteran homegrown fashion brand that has kept its core values alive – to deliver fashionable casualwear, which are high on functionality and durability. Headquartered in Ludhiana, the company has under its umbrella around eight sub-brands that cater to men, women and kids.
Play It Hard With Duke Game
One of their most coveted brands, Duke Game is dedicated to the category of ‘Fashion Sportswear’. Drawing inspiration from international styles and designs that are in vogue, the other most important attribute of this range is the use of fabrics that are technically superior and a must for any sporting activity. As shared by Kuntal Raj Jain, director, Duke Fashions, “The Duke Game range is specially focused towards clothing for various sporting activities. We understand that apparels for this category need to be performance driven. The range is designed with fabrics that have been treated using wicking process to make moisture management system work.”
Adding further, he reveals, “This range present t-shirts, shorts and lowers made from a very intelligent fabric, which is amazingly breathable and has moisture management system. It absorbs sweat and dries very quickly making it ideal for any physical activity.” A vibrant colour story de? nes the collection and that again is done keeping in mind the preference of today’s youth, which isn’t shy carrying off bright colours with élan. Jain adds, “Unlike the West, in India the climatic condition isn’t very skin friendly. We have taken care to ensure that the fabric is not only breathable but is also quick on sweat absorption, thus allowing the wearer to feel light and dry always. Additionally, keeping the sultry heat in mind, the colours, shades and fabrics are carefully chosen to look cool during the scorching heat.”
Awards And Accolades
From receiving the Most Coveted MSME National Award for manufacturing quality garments from the President of India; an ISO 9001: 2008 certi?cation for maintaining TQM in all the units; Leaders of Tomorrow Award 2010 by P Chidambaram; Udyog Patra by Government of India; and Employee Safety Award by Punjab Government, Duke has also been proclaimed the number one selling t-shirt brand in India by ORG-MARG. Jain shares, “With the help of our exhaustive advertising and promotional campaign, we have entered the markets of UAE, Sri Lanka, Nepal, Bangladesh, Jeddah and many more.”
Retail Reach And Road Ahead
With a strong all-India presence, Duke has an unbeatable marketing network comprising over 3,000 MBOs and 0ver 300 EBOs across major cities. Moreover, the products are also exclusively placed at big chain stores like Reliance Trends, Bharti Walmart, etc. Jain adds, “The success of the exclusive showrooms is driving the company to new heights.”
With a strong understanding of the Indian market and with a full-?edged manufacturing and design unit, the company is betting big with its foray into the sportswear segment. On cards is further retail expansion and also exploring newer markets along with diversifying into many segments. Elaborating further, Jain shares, “The company is now providing an endless range of products, which include t-shirts, jackets, sweaters, sweatshirts, tracksuits, thermals, jogging suits, shirts, denims and trousers, lowers, bermudas, shorts, value packs, loungewear, accessories, etc. for men, women and kids. Duke continues to make products that are value for money and the company has managed to create loyal customers who will settle for nothing else.”
Jain concludes, “Our target audience is today’s youth who is looking for a trendy and stylish range that is in sync with international designs, fashion and quality. Duke is a value-for-money brand and our mission is to make available the international designs and styles at highly reasonable prices. Our summer collection is also based on the same philosophy.”
