(Image source from: Patriotic stars grace GVK 'The Indian' launch)

The GVK group, under the founder's grandson GV Keshav Reddy, launched an apparel brand named The Indian. The e-commerce venture will sell polo T-shirts that will prominently carry the Indian tricolors. Supporting the initiative, several celebrities attended the launch of the brand in Hyderabad.

On Saturday, the site officially began offering the t-shirts with an eye on a social cause. Basically, for each t-shirt that you purchase, one more would be given as charity to those in need. The business model's slogan is aptly named, 'one for you, one for me'. Each t-shirt, priced at Rs 999, will also feature a picture of the national bird, peacock.

Keshav Reddy, The Indian co-founder and director was quoted by Business Standard as saying that if someone buys a shirt, the company will give another shirt of similar quality and design to an orphan, someone living on street or someone who is deprived of amenities.

"This is something I am passionate about. I see tremendous scalability in future. It is small startup but we want to strengthen and make it self-sufficient to help the society," he added. Moreover, the model is designed to target  7,000 areas across India with a cash on delivery facility.

Rajdhani will manufacture the apparel at its Tirupur facility, while Gati Ltd is providing the delivery services. Several celebrities, including Akkineni Nagarjuna, Brahmanandam, Daggubati Rana and Sonam Kapoor attended the launch event of The Indian.

(AW: Sruthi)