In the midst of exotic artefacts from around the country, it is a locally made product sold by a city-based cooperative society that is attracting the attention at the Saras Mela on Manjalikulam Ground.

A stall put up by T-Cos, Tailoring Cooperative Society, has become a hit among men visiting the fair with its branded shirts priced at Rs.220.

Launched around a year back, T-Cos is a first-of-its kind initiative of the All Kerala Tailors' Association (AKTA). The association had launched the brand under the AKTA Charitable Trust to provide jobs to its members and enter the readymade apparel market.

“This is the first time that we opened a stall at a fair. It is part of our marketing and advertising efforts and we have had good response so far,” said AKTA district secretary Poovachal Bhaskaran Nair.

Apart from men's shirts T-Cos also has shirts for kids.

“The brand is still in the nascent stage. We have a small production unit with 10 members at the AKTA Bhavan in the city where we also have a store and retail outlet,” said State general secretary N.C. Babu

“As of now we are producing only Swiss cotton shirts, which is a mix of cotton and polyester. Soon we will be launching shirts in cotton and other materials, at different price ranges. We also have plans to start retail outlets in all districts,” he said.

State committee member R. Sreelekha said as T-Cos had not been launched as a profit-oriented venture it could sell shirts at competitive prices. “Once we establish the brand, T-Cos will emerge as a good income generating initiative for the association,” she said. “The look and finish of these shirts are just like those of any leading brand. The stuff also seems to be good. At Rs.220, these shirts are a good bargain,” said a customer.