A part of the Mukesh Ambani – led industrial group, Reliance Brands , has entered into a master franschise pact with the premium Dutch youth fashion company, Scotch and Soa, to set up its stores in all major Indian cities by next year.

“Reliance will also grow the brand through other channels of sale in India, such as ecommerce, travel commerce, and leading multi-brand department stores,” the company said, adding the range will cover menswear, women wear and children wear categories through all channels of sale.

Scotch and Soda has over 160 stores of their own globally, and can be found in over 8,000 other outlets, including the best global department stores, as also on their Web store. The merchandise is designed at their church-turned-studio in the heart of Amsterdam.

Darshan Mehta, President and Chief Executive of Reliance Brands said to the news agency that it was an irony that in an increasingly crowded premium fashion space, getting a good tee or a well washed and well-fitting denim is rare!  Added to this he said, “Scotch and Soda is one of the few companies dedicated to crafting quality garments rather than emphasizing on the brand logo.