‘VALAYA QUANTUM' commercially launched through a licensing agreement with Genesis Colors Pvt. Ltd
First major licensing tie-up in the Indian fashion industry

In September 1, 2006 , the House of Valaya entered into a licensing agreement with Genesis Colors Pvt. Ltd to design, manufacture and market its new diffusion label ‘Valaya Quantum' (VQ). Under the modalities of the business tie-up, the House of Valaya would retain ownership of the VQ brand and be responsible for all creatives, Quality control and PR while Genesis Colors would handle the merchandising, production, marketing and retailing of the label.

With VQ, introduced at the WIFW in the first half of 2006, the House of Valaya will focus on a burgeoning demand for apparel in the Rs. 5,000 to 50,000-price bracket (a segment that was not being addressed by their existing labels. The brand positioning for this label will be mainly for SEC A+. The retail model as proposed by Genesis Colors is to be a combination of 5-6 high-end stand-alone VQ salons by the end of 2007, along with shop-in-shops at Samsaara, the multi-brand designer store and at the House of Valaya's flagship stores.

This agreement is a milestone in the Indian fashion as it is the first major business tie-up between one of India's leading fashion houses and a premier fashion company. Announcing the business tie-up, Mr. TJ Singh, Managing Director, House of Valaya said, “The House of Valaya was keen on taking the corporate growth path for quite sometime. We agreed to enter into this business partnership with Genesis Colors as there is a synergy of thoughts between the two companies. This association reiterates our commitment to pioneer the corporatisation of the Indian fashion industry.“

Mr Sanjay Kapoor, Managing Director, Genesis Colors adds: “The House of Valaya and Genesis Colors association is a step in the right direction in the thriving Indian Fashion Industry. This partnership gives us the opportunity to take our corporate module a step further and optimize the possibilities in the Indian market which has matured and is ready for the same.”

The first store for VQ opened at the plush ‘Crescent at the Qutab' in New Delhi.