Arvind Limited names Lakshyaraj Singh Mewar of Udaipur as brand ambassador for Primanté Luxury Fabrics

Fibre to fashion business Arvind Limited has named Lakshyaraj Singh Mewar of Udaipur’s Mewar dynasty as a brand ambassador for its suiting and shirting textiles label Primanté. Lakshyaraj Singh Mewar was chosen for his diverse endeavours spanning philanthropy, education, sports patronage, and business leadership.

“I am honoured to collaborate with Arvind as the brand ambassador for Primanté Luxury Fabrics,” said Lakshyaraj Singh Mewar of Udaipur in a press release. “This partnership not only represents a union of heritage and innovation but also signifies our collective dedication to elevating the standards of luxury and sophistication in the realm of fashion. Together, we embark on a journey to inspire a lifestyle that embodies timeless elegance and refinement.”
 
Primanté’s textiles include Australian Merino wool and Egyptian Giza and Supima Cotton. The brand also carries ready-to-wear options such as tweed jackets, business coats, and shirts. 

“We are pleased to welcome Dr Lakshyaraj Singh Mewar of Udaipur to the Primanté family,” said Arvind Limited’s executive director Kulin Lalbhai. “His association with our brand not only reinforces our commitment to excellence but also sets the stage for exciting collaborations and innovations in the luxury fashion space.”
 
The Arvind Store is Arvind Limited’s lifestyle and fashion destination retail concept which offers a mix of fabric and ready-to-wear. The stores house Arvind brands including Arvind Premium Ready-Made Collection (AD), Tresca, and Primanté among others. The business aims to rapidly expand this store concept across India buy opening multiple outlets each month.