Minister White, the traditional wear brand from Chennai, reimagining how Indians embrace dhotis, proudly announces the opening of its 50th Exclusive Brand Outlet (EBO). Located at the East Car Street, colloquially known as Parambariyamikka Keezh¬a Ratha Veedhi near Arulmigu Sri Nellaipaar Temple, the brand has expanded with its second store in the historic town area.
Since its debut in Tirunelveli at Vannarapettai two years ago, Minister White’s has sparked an enthusiastic response. Opening of the new store comes as part of the brand’s strategy to deepen local presence in the culturally rooted areas of Tamil Nadu.
Thiru. S. Pothiraj, Managing Director & CEO of Otto Clothing Pvt. Ltd. said “Our retail business journey began 40 years ago here when we set shop in this soil. Since then, we have grown leaps and bounds. I am extremely happy that the 50th store for Minister White has come up at our hometown, especially on auspicious “Aadi Perrukku” festival day. This is also our second store in the town. We’ve been moved by how deeply the people here value their traditional attire and we are deeply thankful to them for their unconditional support all along.”
Mr. Suresh Ramasubramaniam, Chief Business Officer, Minister White, added: “Tirunelveli is one of those historic cities in India steeped in heritage, where dhotis are not merely garments but an expression of one’s identity and devotion. The retail market here shows strong traction for ethnic wear all through the year, especially during temple festivals and family events. Our wide range of offering fits perfectly with modern convenience and we believe both our brand stores will become a hub for heritage wear in the region.”
Minister White, established in 2014, has been a pioneer in the traditional wear segment—especially with its Flexiwaist™ dhoti, made to fit all ages and sizes for effortless wear. The brand’s range includes premium Panchakacham dhotis, cotton and art silk shirts, Matching Shirt & Dhoti Combos, Cotton, Artsilk and Pure Silk Dhotis, Shirting and Suiting festive Kurtas, children’s wear, and accessories such as vests, briefs, dhoti belts, and Angavastram.
The company employs over 1,000 people across three Tamil Nadu factories—in Srivilliputhur, Salem, and Sriperumbudur—with weaving of dhotis in Salem and Srivilliputhur, and premium shirt production in Sriperumbudur.
Currently, Minister White operates 50 EBOs across southern India, including 35 in Tamil Nadu & Puducherry, 6 in Andhra Pradesh, 4 each in Telangana and Karnataka, and 1 in Kerala.
It also retails via over 5,000 multi brand outlets nationwide, with plans to expand to 100 EBOs by FY 26 27.
Minister White continues aggressive growth over the next 18–24 months through both company owned and franchise formats, while also preparing for expansion into Northern India
later this year, and exploring overseas markets such as the USA, UK, Middle East, and Southeast Asia, which host significant Indian communities.