The Company was incorporated on November 11, 1997 as Acme Clothing Private Limited. Provogue stands for fashion and not pure apparel, this in itself makes it the leader instantly. Its designs are cutting edge and radical, which epitomises its mantra “Redefining Fashion”.

The Company launched the fashion brand ‘Provogue’ in March 1998 and within a short span of seven (7) years, it has established a strong brand identity in the minds of the urban consumer. The Company’s philosophy of ‘creating trends’ in fashion, an aggressive marketing strategy, coupled with high profile promotional events and its distribution strategy of retailing through selective stores and malls has resulted in Provogue being now positioned as a leading fashion brand in India.
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