To focus on "reasonably priced designwear", Pantaloon Retail India Ltd has tied up with fashion designers and will showcase their new line at the forthcoming Miss India beauty pageant.
"The company wishes to extend the designer collection as fresh fashion to customers at a reasonable price," Company President Marketing Sanjeev Agrawal told reporters in Mumbai.
He was speaking at the launch of the second collection line created by designer Rocky S, which will be showcased during the Finals of Miss India 2006 contest.
Earlier, the company had launched the collection by designer Anita Dongre.
Both collections will be available on all 18 stores and three central malls of the company across the country from March 19 onwards, he said.
Company Head-Category Management Bina Mirchandani said that Pantaloon plans to add more designers to produce clothing lines "after a successful launch" of these two collections.
"After successfully launching the collections by Anita Dongre and Rocky S we may think of adding more designers," she said.
Pantaloon has also created a whole range of accessories to go with these collections.