90-year-old Co-optex gets a Gen Z makeover with launch of ‘Vetri Thari’
The 90-year-old cooperative brand Co-optex is rebranding to attract Gen Z consumers through a new retail concept called 'Vetri Thari'. The initiative includes expanding into men's fashion and increasing its digital presence on e-commerce platforms.
Why it matters
This reflects a broader trend of legacy state-run institutions modernizing to remain economically viable in a competitive retail market.
From a legacy handloom brand to a Gen Z wardrobe contender, Co-optex, a household name for generations in Tamil Nadu, is giving itself a makeover.
The 90-year-old cooperative is revamping its designs to appeal to younger consumers, introducing newer products, and foraying into the men’s segment, which it believes is a growth market.
“There is a perception that Co-optex is primarily for women. We are now looking to change that by introducing a wider range of products for men, including silk ties, designer dhothis, linen shirts, and kurtas,” said T.N. Venkatesh, Principal Secretary, Department of Handlooms, Handicrafts, Textiles, and Khadi.
“We are coming out with products for the young crowd. We also want to weave elements that are deeply associated with Tamil Nadu into our fabrics such as the iconic Thanjavur Thalayatti Bommai and the Kurinji flower to the intricate motifs of Karuppur Kalamkari,” he added.
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