A venture that entered the cotton business well over 20 years ago, Arvind Spinning Mills (ASM) is based out of the Knitwear Capital of India, Tiruppur. The company attained exponential growth over the years through its horizontal integration of the cotton supply chain, thereby prompting the need for a good brand identity to be developed.

A combination of the raw product (cotton plant) and the finished product (yarn fabric) forms the basis for the logo mark. This process denotes the horizontal distribution of the supply chain at Arvind Spinning Mills, from procurement of cotton all the way to manufacturing and finishing the yarn.