Fortune City to unveil New Brand Identity, launch Avenue Mall in Erode on March 15

The unveiling of the new logo will take place in the presence of stakeholders, business owners, retail partners and franchise associates connected with the development.

Strategically located on the Coimbatore – Salem National Highway, Fortune City represents the next phase in the evolution of the iconic Texvalley campus, which has long been recognised as one of South India’s integrated textile marketplaces. The rebranding reflects the expansion of the destination beyond wholesale textile trade into a broader ecosystem that combines retail, food, entertainment and commercial spaces.

As part of this expansion, Fortune City will inaugurate the Avenue Mall, a large-format retail and lifestyle zone spread across 4,00,000 sq. ft. The mall will host a mix of regional, national and international brands across various retail categories along with food and beverage outlets.
 

Lifestyle brands such as Parx and Jockey will inaugurate their outlets at Avenue Mall alongside Family Entertainment Zone, Wow China, Wow Momo and Falooda Nation, offering visitors a diverse mix of dining options alongside shopping and leisure experiences. Dubai-based hypermarket chain YARA is expected to open in the first fortnight of April 2026.

Speaking about the development, DP Kumar, Director of Texvalley, said the unveiling of the new brand identity represents an important step in positioning the destination as a regional lifestyle hub.“With Fortune City and the launch of Avenue Mall, we are creating a vibrant environment that integrates shopping, dining, entertainment and community experiences under one destination,” he said.
 

S. Shriram, Founder & CEO of Miles2Go Consulting Services, said the development reflects the changing retail landscape in emerging cities. “Fortune City is designed to meet the aspirations of consumers in fast-growing Tier-2 markets while offering brands a dynamic platform to expand their presence,” he added.
 

Franchise Partners who have signed up at Avenue Mall said the integrated development offers brands an incredible opportunity to connect with a large and evolving consumer base from the Kongu region, one of the most prosperous parts of Tamil Nadu.

Fortune City’s larger master plan conceptualised by Miles2Go Consulting Services includes 9 different elements including retail spaces, F&B districts, multiplex cinemas, sports facilities, office spaces, event venues, Co-Living areas, a leisure hotel and one of India’s largest EV hubs with 100 charging points.