Date:27/09/2006 URL: http://www.thehindubusinessline.com/2006/09/27/stories/2006092703510500.htm

Back Lakshmi Mills' ad plans for Tyche Life

Our Bureau

Chennai, Sept. 26

Lakshmi Mills plans to spend Rs 2 crore in the next seven months on advertising its new western casual brand, Tyche Life. The company recently launched the brand in the domestic market.

Tyche Life garments are made from micro modal fibres, which are manufactured from peach wood and blended with cotton. The Coimbatore-based Lakshmi Mills is the sole licensee in India of Lenzing AG Austria for micro modal fibres. The garments, which according to the company are tested at the Lenzing lab in Hong Kong for quality, come in 30-40 different styles and will be available at about 800 outlets all over India.