Released on: October 6, 2007, 3:46 am

Press Release Author: Madura Garments

Industry: Real Estate

Press Release Summary: Peter England, the largest selling shirt brand in India,
announced its foray in the premium segment. `Peter England Elite' the premium brand
seeks to capture a new audience

Press Release Body: Peter England, the largest selling shirt brand in the country,
today announced its foray in the premium segment. `Peter England Elite' the premium
brand seeks to capture a new audience.

Peter England in a strategic move to increase its market share launched `Peter
England Elite' targeted at the young and successful professionals who have achieved
success early in life.

Peter England Elite offers a premium and internationally styled collection with its
exciting range of shirts and trousers designed with the finest quality of fabrics,
contemporary cuts with superb fits and soft and bold colours that brings in
freshness.

Speaking on the launch of the new brand, Mr Vikram Rao, Director, Aditya Birla
Management Corporation and Business Head, Textiles and Apparel Business, Aditya
Birla Nuvo said, "Peter England has a proven track record for creating new success
stories. With the launch of Peter England Elite, we believe this strategic move will
take the brand to a new high. As part of our strategy, we will offer premium
quality, internationally styled garments that meets with the growing consumer's
demands."

An exclusive collection of Peter England Elite is targeted at the mid and premium
audience who are the young office goers and the dynamic entrepreneurs who are high
on ambition, attitude and spirit! The Peter England Elite consumer has an assured
sense of self confidence and works with ease and success despite the fact that he is
unassuming and unpretentious. He believes in himself and is proud to be who he is.


The garments styles and designs are contemporary, drawing inspiration from European
designs while blending them with the Indian sensibilities. The shirts are made from
100% high-end cotton while trousers are offered in poly viscose, poly wool modal and
100% wool.

Mr Aloke Malik, President, Peter England Fashions & Retail Ltd. says "Soaring
ambitions of young professionals today create a desire to look and feel good. This
innate requirement is symbolic of what Peter England Elite stands for and what the
brand promises to offer. Peter England Elite is a toast to the young consumer's
progression in life".

The newly launched Peter England Elite is re-engineered to make the wardrobe more
appealing and exciting to the younger audience who prefer the slimmer silhouettes
look as well as a nice snug fit. The contemporary cuts and fits for the shirts and
trousers have been refined to give the consumers not only the comfort but the style
that complements his personality.

The brand has introduced various innovations such as
. Detachable collar bones in shirts,
. Double fused skin and patch on collar for a clean roll with high end interlining
in shirts, lined waist bands and piped in seams for trousers.
. Moreover, the main label on the shirt is now double-folded to avoid harsh edges
. Buttons are shanked for ease of buttoning.
. The packing of shirts is made more simpler with the exclusion of pins in the
process.

The premium wear shirts' range starts from Rs 995 to Rs 1195, while trousers start
from Rs 1096 to Rs.1395. Peter England Elite will be available at Peter England
Flagship stores as well as select multi brand outlets and franchises stores across
the country . Peter England Elite is being launched in the two metros Delhi and
Mumbai and mini metros - Bangalore, Pune and Nagpur. The brand plans to cover its
distribution network throughout the country very shortly.

About Madura Garments

Madura Garments is a unit of Aditya Birla Nuvo. A leading Indian apparel and retail
company for leading brands such as Louis Philippe, Van Heusen, Allen Solly, Allen
Solly's Woman's Wear and Peter England. The company plays a significant role as a
preferred global supplier for international brands such as Esprit, Marks & Spencers,
Tommy's Hilfiger, Polo, Ralph Lauren and several other discerning buyers. The
company has a network of exclusive stores/ department chains and premier multi brand
outlets both within and outside India. Madura Garments also distributes its brands
through its own retail outlets Planet Fashion and Trouser Town


Web Site: http://

Contact Details: For further information contact :
Ms Janet Arole, Corporate Communications, Aditya Birla Mgmt Corpn Ltd.
Email : janetarole@adityabirla.com