We are India's first home bred jeans brand, owned by Arvind mills' garments division. Born in the year 1980, we were considered a cult for the next 10 years. It's really hard to find a fashion conscious male from that time in India who did not wear denims made by us. Launched in 1980, at a time when only smuggled jeans were available.
Cornered substantial market with innovations of Indian fit, a 'guaranteed brand' available at a decent price. By 1994 it had become a leader in branded jeans in India and is still seen as trendy and premium.