Provogue (India) was incorporated as Acme Clothing Private in 1997 and changed its name to PIL in 2005. The company started operations by launching the men`s ready-made garment segment under the Provogue brand in 1998. Consequently, the brand was extended to the women`s wear and accessories and was positioned as a fashion brand and not just a garment brand. The company operates in designing, manufacturing and selling of branded ready made garments and other accessories. PIL has its own 600,000 manufacturing facility at Daman. Currently, this unit is being used exclusively for the manufacture of shirts and ladies`tops. The company`s distribution strategy comprises a mix of own branded stores, Provogue Studio, network of national chain stores and other MBOs. It also exports finished fabrics, dyestuffs, chemicals and textile machines to the markets in the African continent, contributing 45% to revenues. Acme Hotels and Hospitality is a subsidiary engaged in the business of hospitality and manages the `Provogue Lounge.` The lounges work as Provogue Studios in daytime and restaurants in the evening with an extensive selection of food, beverages and entertainment at value prices. The company plans to increase its exclusive branded outlets by another 40 numbers. Further, it plans 21 mega Provogue stores taking its total retail space to around 1.5 lakh sq ft by FY07. There are also plans to enter the international markets, initially through the neighbouring South Asian and Gulf countries and later the more lucrative European and American markets
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