In countries like UK, USA, CANADA, JAPAN and CHINA, there was introduction of denim for clothing sometime two decade ago. The popularity of this fashion ware is due to many factors such as long durability, not frequently washing, no ironing, protection against cold etc. It is observed that denim is also getting popularity in India by all age group of people like child, youth and older. In India, climate is not very cool but still preference is for denim in day to day use because it is available at affordable price. Denim is the sweet gift of God for middle class family. However, higher income group families adopting it as more comfortable and fashionable dress code. People having traveling jobs and also in air conditioning offices, it is a pride of status symbol in wearing denim trousers. In this paper, let us understand the contribution by Ashima and Arvind from Gujarat and try to observe these denim giant with their standing in retail garments business. Keywords: Retail Business, Denim, Fashion.
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