Mumbai; September, 2020: - Peter England, a leading international menswear brand from the
house of Aditya Birla Fashion and Retail Limited, launched an innovative range of apparel called
as the Neem Tulsi Collection as part of their wellness fashion initiative. The brand has launched
this collection with a comprehensive ad campaign that pays homage to the legacy of ancient
Indian herbs and showcases the new collection which is infused with the goodness of these
wonder herbs, Neem and Tulsi.
Under this Collection, Peter England will be launching Shirts, Masks, Jeans, Bermudas, Kurtas
and Pyjamas which are powered with a patented technology called “Enliven“. This is a unique
mixture of 100% Herbal Neem, Tulsi and other healing herbs, to add comprehensive hygiene
functions like anti-bacterial, anti-fungal and tested to provide defense against Ultraviolet rays
for minimum UPF20.
Developed and perfected with years of R&D in technical collaboration with IIT Delhi, Enliven is a
patented technology from Advantage Nature (A unit of ATPL)- Advantage Organic Naturals
Technologies Pvt. Ltd, which is a start-up company incubated at Technology Business
Incubation Unit of IIT Delhi. This groundbreaking technology in fabrics is tested as per AATCC
100-2012 and AATCC183 testing standards for the stated properties that can last up to 20
With a history of creating innovative products, Peter England started the journey of Wellness
Fashion about two years ago. Produced in a factory located in a small village in Himachal
Pradesh, the making of these apparels involves ancient ways of extracting benefits from herbs,
combined with new-age nano-biotechnology, to provide nature’s best in a sustainable way. The
Shirt fabric particularly is developed under the Home-Made-Cotton Initiative through energy
efficient small scale units where the cotton is directly procured from our farmers avoiding
middlemen. And hence, these labours of love is just not an ode to our farmers but also a tribute
to our rich Vedic heritage.
Commenting on the launch, Mr. Manish Singhai, COO, Peter England said, “Peter England has
always brought numerous innovative products and we are thrilled to launch our Neem Tulsi
Collection, which is the need of the hour. With this range, we aim to incorporate Indian ancient
Vedic heritage and set a new benchmark in sustainable and wellness fashion. As a brand that
caters to the evolving consumer sensibilities, this collection comes as a breakthrough in the
today’s fashion category.”
Speaking about the launch, Mr. Rajiv Rai Sachdev, CMD – Advantage Nature (a unit of ATPL)
said, “We feel proud to be associated with a responsible brand like Peter England from
esteemed Aditya Birla Group and we being a techno-startup company wanted to associate with
a brand which has likeminded vision and mindset to promote sustainability and Circular
Economy in Textiles on National & International level. ENLIVEN is truly the most sustainable,
safe and 100% Herbal product. Fabric treated with Enliven has been tested for having excellent
Anti-bacterial, Anti-fungal, Anti-odor, UV Resistant and Mosquito Repellent properties.
Moreover, it also negates the toxic effect of chemical dyes on our skin; hence this is the most
viable product to safeguard its users in the current scenario.”
The Campaign communication is developed in creative collaboration with DDB Mudra,
Bangalore. Speaking on the campaign, Vishnu Srivastav, Regional creative head - Advertising
and Digital, DDB Mudra, Bangalore said, “Neem and Tulsi, which have been growing in our own
backyards, have been revered by the Indian populace for generations together. To infuse the
goodness of it in the fabric, is nothing short of a breakthrough in fashion innovation. We at DDB
Mudra share the same passion for creating a meaningful intervention in consumers' lives. This
one was challenging with Peter England’s international legacy and a product that is truly
inspired from India’s heritage. We are extremely excited to partner with Peter England in
presenting this one-of-a-kind innovation to the world.”
Peter England has launched a high decibel digital campaign on various innovative and impactful
platforms to promote this innovative collection.
YouTube Link https://youtu.be/iLkFY5lxKNk
About Peter England:
Peter England is one of the most loved and largest menswear brands in India. It sells more than 14
million garments every year across 1000+ exclusive stores, 3500+ Multi-brand outlets and across 800+
towns. The brand also holds a strong e-commerce presence. Peter England has been voted as India's
Most Trusted Apparel Brand for 7 consecutive years by the Economic Times Brand Equity Survey. The
brand is committed to offering varied styles across categories starting at an attractive price point of
Rs.999. Peter England was first launched in India by Madura Fashion and Lifestyle (previously known as
Madura Garments) in the mid-price segment in 1997; the company acquired the world rights for the
brand in 2000. What began as a brand of honest shirts in 1997, in India, is today a complete lifestyle
brand with merchandise available for every day and for all special occasions. The brand’s formal wear
range of crisp formal shirts, well-tailored suits, jackets & trousers combines high fashion, impeccable fits
along with a wide selection of highly curated looks for modern professionals. The casual wear range is a
highly eclectic line of washed cotton shirts, denims, cargo bottoms, graphic tees, polos & winter-wear.
The ‘Select’ line brings together premium formal wear with emphasis on fine detailing with a hint of
color, comfort, and panache. While the assorted collection of ties, pocket squares, belts, wallets, and
footwear assert a distinctive style statement, the finely crafted vests, boxer shorts and briefs from the
newly launched innerwear line ensures highest comfort and great fit. While the brand continues to
expand across India, they introduced a brand new retail identity called the Peter England Men’s
Obsession, which is a large format store housing over 2000+ unique designs at an unmatched value, all
the while delivering a young, vibrant shopping experience for all.
ABFRL is a part of USD 48.3 billion Aditya Birla Group. With revenue of Rs. 8,788 cr. spanning retail space
of 8.1 million sq. ft. (as on March 31, 2020), it is India’s first billion-dollar pure-play fashion powerhouse
with an elegant bouquet of leading fashion brands and retail formats.
The Company has a network of 3,031 stores, presence across approximately 25,000 multi-brand outlets
with 6,500+ point of sales in department stores across India.
It has a repertoire of leading brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England
established for over 25 years. Pantaloons is one of India’s largest fast fashion Shopping destination. The
Company also holds exclusive online and offline rights to the India network of California-based fast
fashion brand Forever 21. The International Brands portfolio boasts of - The Collective, India's largest
multi-brand retailer of international brands and select mono-brands such as Simon Carter, Hackett
London, Ted Baker, Ralph Lauren, American Eagle, and Fred Perry.
ABFRL’s portfolio of regional brands includes ‘Van Heusen Innerwear’. Additionally, the company closed
two strategic investments in branded ethnic wear business with Jaypore and Shantanu & Nikhil.
For further information, please contact: Janet Arole | AVP & Head, Corporate Communications, Aditya
Birla Fashion and Retail Limited | firstname.lastname@example.org