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Love XLRI? Now wear it on your sleeve - Mumbai-based retail chain sets shop on B-school campus, offers institute-branded merchandise

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By ANTARA BOSE in Jamshedpur
  • Published 24.07.09
An outlet of Pride Forever selling XLRI merchandise on its campus. Picture by Bhola Prasad

Jamshedpur, July 23: Students and the alumni can show it off, admirers can make a statement. XLRI-branded apparel is now on sale.

Pride Forever, a Mumbai-based retail chain, has opened a store on campus, selling XLRI-branded goodies for students, faculty, alumni and XLRI fans.

Campus stores selling institute-branded items are popular in the Western universities. And Pride Forever aims to bring this concept to Indian colleges.

They recently opened a two-storey store on the XLRI campus, its third in the country. It has another successful store running at Singapore International School in Mumbai.

Among items available here are accessories, stationery, toys, T-shirts, caps, sweatshirts, athletic shorts, tracks, coffee mugs, key rings, notebooks and photoframes, bearing the B-school logo.

“Everybody is welcome to the store. It was conceptualised to make the shopping experience easy for students so that they do not have to move out every time they need something. The store has attracted many shoppers since it started in June and is very popular on campus,” said Jitu Singh, a senior faculty member at XLRI.

Pride Forever has a licensing programme that serves to protect the reputation of the institutes it is working with. It also promotes the brand through logos and graphics. Moreover, as it operates from the campus itself, the products available are authentic and genuine.

Besides regular gift items and casual wear, it also has special collections like the alumni collection and parents’ collection. And for students, it has become the place to shop for mementoes.

“It has become easier for us to present mementoes to our guests with XLRI logos embedded on the products. Initially, we had to place orders elsewhere. Other students, who would like to don the XLRI brand, are also welcome to the store. And the specialised products for alumni are an interesting concept. Almost all our former students make a trip to the store when they visit the campus,” said Singh.

Students at XLRI also feel that the campus store with products bearing XLRI logos will help build the brand further.

“The store will surely promote the brand. It will be beneficial for those who want specific products, too. The brand means a lot to the students and they will definitely like to flaunt it,” said B. Prathik, a student at XLRI.