Jagannath Textile Company Ltd.

Based in Coimbatore and known as Asia's biggest open-end spinning unit, the company churns out 120 tonnes of yarn everyday. Without resorting to retrenchment during lean periods, they gave their employees long holidays. But during the period, the R&D staff worked hard to come up with new business ventures, which included Crusoe and JTC brands.
This is the approach they worked on, while designing the Crusoe brand of innerwear for men.
Made for men who are either living their adventure or who pine for adventure in their living, Who deep down want to dive deep down into the blue ocean or from the blue sky, Who dream of skimming the barrel wave on a surfboard or skiing ahead of an avalanche, Who want to feel the adrenalin rushing through their veins. The range of Premium Innerwear that's specially designed keeping one thing in mind - Innerself.
I found the whole approach very interesting, especially for a B2B company entering the B2C business (retail). I mean isn't it very much required to do something really different (if not appropriate/right) when you are entering an already established market as a newcomer? With Crusoe, JTC seems to be very focused and yet open for criticism, considering existing Indian market and people connecting to adventure sports here.
And why am I writing about all this here?
While going through the Overdrive magazine (June 2010) I found the following print ad and wondered why it was in an automobile magazine? And a close look at the product made it clear.
(click to enlarge if required)

Here is their website.

(all the information from their website)