Rifle, Pepsi Urbanwear, Gasoline brands have bombed, and are being given a quiet burial by Indus Clothing, who has the rights to these brands. Indus has decided to concentrate on Lee Cooper and Numero Uno.

Indus, which recently acquired the license to Rifle, an Italian jeans brand, has not yet launched it commercially in India.

Indus launched Pepsi Urbanwear two years ago, but it failed to make waves in the market - consumers could not associate garments with a drinks brand. Gasoline, an American brand, is also being jettisoned.

However, Lee Cooper and Numero Uno have been a success and Indus plans to concentrate resources on these brands.

Indus exiting these brands does not preclude their relaunch by another licensee. However, as everywhere else, in the Indian market it is near impossible for a failed brand to be successfully relaunched.

By Navroz Havewala

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