Awaacs to expand its bottom wear range

Awaacs the brand from Mehta Clothing was established in 1997. Acsive in the industry for over three decades, the company caters to the men’s segment with a line-up of casual, formal, fancy, cotton trousers and denims for men. “We believe in quality based work since our aim is to be recognised as a branded player in the market. Having said this, our pricing may be a little higher but the products are on par with prices,” says Hitesh Mehta, Proprietor, Mehta Clothing.

The company plans to expand its existing bottom wear line by adding shorts and three fourths. “We may launch a kids’ range as we have past experience in the segment. Our distributors have asked us to start a range for women and we might do that in future,” informs Mehta, talking about the future plans.

Strengthening cotton trousers line

For its bottom wear, the company sources cotton from Vardhman and Nahar Mills and for denim fabrics are sourced from Arvind, Bhaskar and Oswal mills. “The quality is never compromised with,” informs Mehta, adding, “This season we have used prints in trousers. Last year printing trend was more in upper wear such as shirts. This season, jacquards are also in. We specialise in narrow fit trousers, which are in good demand. We have 150 samples, out of which 75 belong to narrow-fit trouser category, which tells the demand it enjoys. This season is going to be full of cotton, prints and brushing items. Other than that there is cotton polymix which is a running as a core item all across India. For us, the basic denim is our core product.”

Basic denim and cotton products are the company’s forte, so the focus is always on basic products. “The different factor in our range is washes in cotton, since washes are largely related to denim. In cotton we have tried two to three washes. One is running on velvet, the other one is cloud wash,” informs Mehta.

Building a pan-India presence

The company has about 11 distributers on a pan India level. “We do not focus on how many MBOs or counters we have. Rather, the focus is on if the counters we are available on have good demand for our products. We want slow and steady growth,” explains Mehta. The company also tried online retailing with Amazon but was not satisfied with the result. “We are open to the idea of joining e-commerce again if the concept of wholesale or other similar selling channel is introduced,” he exclaims.