Oswal Cotton Mills Ltd, owner of the Monte Carlo and Canterbury brands, has launched a new brand of soft cotton casual and formal apparel called 'Cotton Country'. The range will include khakis, shirts and trousers. Based in Ludhiana in Northern state Punjab, Oswal Cotton Mills is one of the oldest textile mill companies. Its traditional OCM brand is the company's big success. But it will have to work hard to shake off the old stodgy image.