Hasbro Clothing launches new brand, to tap mass market for branded menswear

26 March 2008

Chennai: Chennai-based men's branded apparel manufacturer and retailer, Hasbro Clothing has announced the formal launch of its Probase brand, targeted at the mass market seeking mid-priced, branded apparel.

Hasbro Clothing has two brands, Genesis and Basics in its portfolio. Flagship brand Genesis comprises classic formalwear, while Basics is a fashion lifestyle brand, positioned to cater to adults in the age group of 18-40, who emphasise smart dressing, even while away from work. 

"Hasbro Clothing will tap the huge potential mass market price point for branded apparels in smaller cities and towns as well as metros, estimated at Rs5,000 crore," said Hanif Sattar, director, Hasbro Clothing, while announcing the launch of Probase.

"Probase has a mix of fashion, quality and affordability, which will allow fashion discerning individuals to take the first step in buying branded garments, at an affordable price. We are confident that Probase will be as popular in this segment, as our other established and premium brands Genesis and Basics," he added.

Hasbro retails its brands through its exclusive network of Genesis Basics outlets spread across Chennai, Coimbatore, Erode, Salem and Tirupur in Tamil Nadu. The company has a significant retail presence in South India, with outlets in Pondicherry, Trivandrum, Cochin, Calicut, Trissur, Tellicherry, Bangalore, Hyderabad, Secundrabad. In the rest of India, the company has a retail presence in Ahmedabad, Surat, Baroda, Noida and Delhi.

The two Hasbro brands are also available across multi-brand outlets and retail chainsand are also marketed in Sri Lanka and across the Gulf through exclusive retail outlets.