Minister White Clothing, India’s trusted name in men’s ethnic wear, has launched its 58th Exclusive Brand Outlet (EBO) at the culturally rich and fast-growing Western region of Tamil Nadu.
Thiru. S. Pothiraj, Managing Director & CEO – OTTO Clothing Pvt. Ltd. (OCPL), said, “Pollachi has always been one of Tamil Nadu’s most vibrant traditional markets, known for its strong cultural roots, prosperous agrarian economy, and deep respect for heritage.
The people of Pollachi celebrate every occasion—be it a family function, temple festival, or community gathering—with pride and authenticity. Minister White has always connected strongly with such values. This new showroom is our commitment to serving this region more closely with quality, comfort, and contemporary styling in traditional menswear.
Customers in Pollachi and the Western region of Tamil Nadu have always shown tremendous brand affinity over the years, and opening our 58th outlet here is both strategic and emotionally significant for us. We are delighted to bring our full range to the people of Pollachi and be a part of their celebrations.”
The Pollachi showroom brings Minister White’s signature range of silk cotton and linen shirts, pure silk and cotton dhotis, panchakacham and devotional dhotis, colour / Art Silk / Tissue and Silk Shirt–Dhoti combos, festive kurtas, kids’ ethnic wear, and accessories including vests, briefs, towels, and handkerchiefs.
The brand continues to lead innovations in ethnic wear, including its popular Flexiwaist™ dhoti for superior comfort and adaptive fit. All Minister White products are manufactured in Tamil Nadu across OCPL’s state-of-the-art facilities in Srivilliputhur, Salem, and Sriperumbudur, ensuring the highest levels of quality and craftsmanship.
Adding his perspective on the regional consumer trends, Mr. Suresh Ramasubramaniam, Chief Business Officer – Minister White Clothing, said, “Consumers in Pollachi and the Western region of Tamil Nadu have a very distinct taste—they value purity in fabric, elegance in style, and tradition in everyday dressing. Even youngsters here prefer coordinated ethnic wear for festivals, weddings, temple visits, and cultural events.
This region has consistently shown high demand for premium cotton, pure silk dhotis, and vibrant Shirt–Dhoti combos. Over the past few months, our Festive and Wedding Collections have received excellent response across Coimbatore, Tiruppur, and Udumalpet. With this new showroom, we aim to offer Pollachi consumers easier access to our complete portfolio and enhanced retail experience.”
With the Pollachi launch, Minister White now operates 58 Exclusive Brand Outlets across South India and retails through 5,000+ Multi-Brand Outlets nationwide.
The company remains on track toward its vision of reaching 100 EBOs by FY 26–27, while actively exploring deeper expansion into North India and global markets including the USA, UK, Middle East, and Southeast Asia.
Editor’s Note
Several brands are aggressively expanding into Tier 2/ ton due to significant lower cost of operations and higher throughput.
To give a perspective, the rent of a 2,000 s ft store in the suburbs of a metro city like Chennai would cost around INR 100 per sq. ft. In contrast, the cost of a similar sized store in a city like Pollachi would only 50-60% of the former. 
Employee attrition is generally lower in smaller towns, as the store staff are mostly from neighbouring towns and for the, a small step in the organised retail industry paves way into the larger opportunity for their future.
Discover more from Retail Updates
Subscribe to get the latest posts sent to your email.
