Premium textile manufacturer, Raymond has set its eyes on the lower-end segment with the launch of Makers, a brand of cheaper polyester viscose fabric that will be available in the range of Rs250 - Rs400 per metre.
Aniruddha Deshmukh, president-textiles, Raymond, said that the company had witnessed the maximum growth in this segment over the past few years.
Earlier in 2007, Raymond launched Notting Hill to cater to the popular price segment offering a spectrum of men's lifestyle products including suits, shirts, trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks.
''While Raymond did sell some products in this price range, we felt it would be worthwhile to launch a dedicated product in the Rs250-400 metre category,'' he added.
With the launch, the company is targeting 15 per cent of the Rs6,000 crore lower segment textile market by the end of March 2013.
Raymond, which already controls 15 per cent of the polyester viscose segment though in the premium category, said it wanted to get a share of the low end of the market as well.