Siyaram Silk Mills, the company behind the Oxemberg men's wear label, is planning to launch a new, trendy casualwear line called Oxe at the beginning of next year.

Oxemberg's executive director Vijaylaxmi A. Poddar, told Times of India that the new range would be competing with boutique brands. She added that people were increasingly aware of international trends and that there was significant potential in the premium casualwear segment.

Siyaram Silk Mills, which is part of the Rs1,000-crore Siyaram Poddar Group, is also  building its Oxemberg brand. The merchandise will now be sold in large department stores in addition to its traditional exclusive store and multibrand outlets, and the name expanded into a range of accessories such as belts and socks.

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