Premium bet
Mint reported in April that competitor Ace Turtle, which operates Lee, Wrangler and G-Star in India, is also moving away from the crowded value-denim segment towards premiumization. The company has sharpened its focus on fashion, sourcing and distribution, positioning G-Star as a bridge-to-luxury brand. Chief executive Nitin Chhabra had told Mint it was repositioning the business in the mid- to high-premium segment while expanding in tier-II and tier-III cities, avoiding excessive discounting and competing purely on price.
