Hitesh Ruparelia, Team Leader - Grace Group of Companies shares," We have been associated with upcoming celebrities in the past as well, like Katrina Kaif when she had just started out, Rajeev Khandelwal and the likes. We selected Zarine as the face of our brand since she has the appeal of a very good looking girl next door. In her personal life too she sports the kind of clothes we want her to be featured in. Hence she is the perfect choice for us and we hope to have a long term association with her."
At present the company has five stores in Ahmedabad and operates through the distribution chain and shop-in- shop model across India, UAE and east Africa. The most popular brand from the group, SDL by Sweet Dreams has been repositioned from a loungewear category to a relaxed wear clothing line.
As a final word Ruparelia adds, "We wanted our tagline to be simple since we want to cater to the consumers looking for homewear, gymwear and such relaxed zone clothing. Recently we have launched swimwear as well, for men, women and children as a part of our physical relaxation clothing. We usually try to come up with products for the entire family. There will be more innovative relax wear clothes added to our growing portfolio."
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