ITC is eyeing an eight-fold jump in revenue. The jump in turnover is expected to be driven by entry into newer categories and leadership in existing ones. The company is also in the process of restructuring its apparel business. Earlier this year, the company sold its apparel brand John Players to Reliance. It is investing in start-ups in the personal care segments.
Also ITC Wills Lifestyle is now known as WLS. This indicates a return to nature. From fabrics to threads, buttons, and labels, every garment from WLS will consist of purely natural elements. All garments will be made of cotton, linen, silk or woolen materials and will be fully biodegradable. Each collection will offer a variety of garments to select from for men and women looking for original, well-made apparel that tells the story of their Indian identities in a confident yet understated manner. The intention is to buck the trend toward disposable garments, fast fashion and relentless consumerism and in favor of timeless, high-quality and multi-seasonal apparel.
The brand has also got itself a new logo, Tattva. The logo can be interpreted to represent the progress of a bird, the stability of trees and mountains, the purity of 100 per cent cotton, and the life-sustaining power of water.