MUMBAI: Raymond has announced an association with Varun Dhawan and Anushka Sharma’s much awaited film Sui Dhaaga- Made In India, which aims to promote skill development and entrepreneurship in rural and semi-urban India.

Raymond is an integral part of the film’s reel life, as the film highlights its initiative to bring about a real-life socio-economic change.

Raymond Ltd lifestyle business CEO Sanjay Behl said, “With a vision to train over one lakh tailors by the end of 2020 through our initiative, the seamless brand integration with Sui Dhaaga- Made in India is an apt fitment for us.”

With readymade labels appealing to the youth, tailoring as a profession is becoming second fiddle and the craftsmanship is confined to garmenting industry alone. In today’s fast-paced world, picking up a garment off-the-shelf does not guarantee the perfect fit and may not necessarily be a reflection of individual style. Hence, it cannot be contested that ‘the best fit is always a tailored fit’.

YRF VP- marketing and syndication Manan Mehta said, “Sui Dhaaga aims at not only bringing back the charm of tailoring and reinstating its relevance to the younger generations as portrayed by Mauji [Varun Dhawan] and Mamta [Anushka Sharma] in the movie, but also rekindle the spirit of entrepreneurship and craftsmanship, living true to the ‘Make In India’."