S Kumars Nationwide has been forced to launch a new ready-to-wear brand, Tamariind, in the wake of a copyright infringement rights case brought against it by a little-known Bangalore-based retail store.

S Kumars had recently launched its first readymade brand Cinnamon in September last year. Subsequently, the Bangalore store took S Kumars to court claiming it was the true owner of the Cinnamon brand. Nitin Kasliwal, managing director, S Kumars Nationwide, however, claims that it has won the case. However, sources close to the company said, "We are losing business opportunity and so it was decided that we should launch an alternative brand."

Targeted at the middle and upper-middle segment of the market, Tamariind will be a "total solutions" brand for men, Kasliwal said. Explaining the reason behind the name, he said, "Tamariind represents a peppy, vibrant and trendy image." The company has roped in Bollywood star Hrithik Roshan to advertise the brand.

The brand will offer men's clothes ranging from shirts, trousers, jeans, blazers, suits and t-shirts to socks, ties and belts. The company said it would spend a substantial amount on advertising and promoting the new brand.