Hrithik is Cinnamon's brand ambassador. 

S Kumars signs Hrithik as their brand ambassador for Cinnamon

The S Kumars Group, for the first time in its fifty-year history, is making its foray into the ready made apparel market . S. Kumars Synfabs Ltd, the Rs. 600 crore textile flagship of the Rs. 800 crore S. Kumars Group, in tune with its long term vision to become 'clothiers to the nation,' brings a total solution for the Indian male - 'Cinnamon ' , an indigenous pret -a - porter range .

Cinnamon will be promoted by Hrithik Roshan , the Bollywood hunk. Former cricketer Kapil Dev who was signed last year has been put on hold and the firm decided to sign Hritik Roshan instead because of his personality and his success story which suits the values of Cinnamon . Within a short span of time Hritik has become an icon for most of the youth of today . He has the power to create an instant pull with his presence, which ultimately generates tremendous recall for the brands that he is associated with .

" I opted for Cinnamon as it is a youthful , fun-loving and trendy brand - features that I identify with and are the values that define my attitude towards life ", says Hrithik.

The Cinnamon range will be designed by a well - known English designer, John Paul Vivian . Through this association, international trends and designs will be available to Indian Consumers, at nearly the same time as they are launched internationally. The company plans to launch clothes for every segment and every level. At least another four to five brands will be launched by the company within the next two years.

Cinnamon offers the whole gamut of men's clothing - shirts , trousers , blazers, suits, t-shirts, sleepwear , lounge wear and many more , which will be sold through leading retail outlets across India .The company expects the brand to achieve a turnover of Rs.300 crore in four to five years time.

Author : Sharmistha Chakraborty

Photographer: Uma Kadam