Now Reading: Co-optex, 90, reinvents itself for Gen Z with modern lines
-
01
Co-optex, 90, reinvents itself for Gen Z with modern lines
Tamil Nadu's 90-year-old handloom cooperative, Co-optex, is rebranding to attract younger buyers. Managing Director J. Innocent Divya said the state-owned brand is launching a new retail concept called 'Vetri Thari', expanding into…
The Story in Brief
Tamil Nadu's 90-year-old handloom cooperative, Co-optex, is rebranding to attract younger buyers. Managing Director J. Innocent Divya said the state-owned brand is launching a new retail concept called 'Vetri Thari', expanding into men's products like silk ties, designer dhotis, linen shirts and kurtas. It will also focus on home textiles and strengthen its digital presence on platforms like Amazon, Flipkart, Instamart and Blinkit. The cooperative plans to open six new stores annually for the next five years.
The Indian Opinion
Co-optex's bold pivot to fast fashion and men's wear, while retaining Tamil motifs, is a smart survival move. The real test, however, is whether its legacy of handloom quality can compete with mass-market pricing and speed. Indian consumers love tradition, but they vote with their wallets. Can the cooperative square that circle?
Source: thehindu.com
This story was synthesised by AI from the source linked above.
