Co-optex Launches Vetri Thari Outlets and Men's Line in Brand Overhaul

Tamil Nadu’s 90-year-old handloom cooperative Co-optex has launched a major makeover to appeal to younger consumers and expand into the men’s clothing segment, introducing its new retail concept named ‘Vetri Thari’. The new retail outlet was recently launched by Chief Minister C. Joseph Vijay as part of a department plan to open six such stores annually over the next five years.

The cooperative, which was established in 1935 as the largest federation and leading handloom society in South India, is revamping its design approach to move toward fast fashion and cater to changing consumer demands for different occasions.

Speaking on the expansion into men's apparel, T.N. Venkatesh, Principal Secretary of the Department of Handlooms, Handicrafts, Textiles, and Khadi, stated that there has been a perception that Co-optex is primarily for women. To change that perception, the department is introducing a wider range of men's products, including silk ties, designer dhothis, linen shirts, and kurtas.

To appeal to younger shoppers, Co-optex is also weaving traditional elements associated with Tamil Nadu directly into its fabrics. Upcoming product lines will feature motifs such as the iconic Thanjavur Thalayatti Bommai, the Kurinji flower, and the intricate patterns of Karuppur Kalamkari.

J. Innocent Divya, Managing Director of Co-optex, highlighted the brand’s shift toward modern retail demands, noting that the cooperative must evolve with changing times. She added that Co-optex is also focusing on the home textiles segment, with plans to bring products that are currently exported into the Indian domestic market.

Alongside physical store expansion, Co-optex is widening its digital footprint. While the cooperative already sells through platforms such as Amazon and Flipkart, it is now exploring quick-commerce platforms including Instamart and Blinkit. The department plans to use consumer demand and sales trends on these platforms to determine which products to develop further.