The Mumbai based apparel retail firm Provogue has entered into equal collaboration with the Super Fight League (SFL) to launch a new entity Pro SFL that will market merchandise of mixed martial arts events.

SFL is an India based mixed martial arts promotion organization, formed in late 2011 by Sanjay Dutt and Raj Kundra.

Pro SFL has launched deodorants as its first product, and eventually plans to market sun glasses, personal grooming products and T-shirts.

The deodorant will be priced at Rs155, and will be made available across 25,000 outlets. The brand will be pitted against the Axe brand already established in the deo category.

As reported in the media, the joint venture will first focus on the western region before launching its operations in the rest of India.