No Error to double production and expand range

No Error Jeans from Ramesh Traders has aggressive plans of expanding its product basket, as well as distribution network in untapped states, while building its production capacity. The brand is focused in growth rate of 25-30 percent from the coming seasons, As Naresh N Varwani, Director, Ramesh

Traders says, “We did good business in the last season and were able to register good growth in fashion denim, coloured pants, cotton pants, printed pants and printed jeggings. We have got a good response for our pure casual chiffon shirts. We have managed to witness at least 50 percent growth.”

Expanding

production and product range

Launched in 2007, No Error Jeans is known for its pricing, fits and innovation which works towards providing the best of wearable fashion to women. Elaborating on the company’s product expansion plans, Varwani says, “We are launching tops in Autumn/Winter 2014 in 50-60 designs. We are also planning dresses and evening gowns for the next season. These will be in chiffons, jacquards, velvet and imported fabrics.”

The company has expanded its range from fashion denim to cotton trousers. The portfolio consists of jeggings, printed pants, hot shorts, skirts, capris, ankle length pants, casual shirts and tunics. “We have started casual shirts in this season with 100 designs which are getting a good response. We have given checks, stripers, and chiffon and georgette based casual shirts. We have introduced parallel pants in linen and prints. We have got round about 20-25 designs in parallel pants. We have also made some camouflage pants which have a good response in the market. Our colour palettes are black, navy and royal blue, red, green, white, yellow, purple, wine, lavender and baby pink, which are fast moving colours in summers,” states Shah.

The company’s current production capacity is 24,000 pieces a month, however, it is planning to build a new unit in Bhiwandi, which will be operational in a year and would help it almost double its capacities.

Establishing distribution network

The company’s product range is present in 1,200 MBOs. “We are in seventeen states where our stronger markets are Punjab, Haryana and New Delhi. Now we are targeting Andhra Pradesh, Kerala and Bihar, which will be catered to from this season. First, we want to double our production capacity and then open our exclusive brand outlets. We also want to enter three remaining southern states by the next season,” Shah sums up.