Irony to increase production for new markets

Planning to increase production of cotton trousers for exploring new markets like Uttar Pradesh and others, exclusive bottom wear label Irony, also plans to go online with its range to tap new customers.

According to Venkatesh Yedidha (Venky), Managing Director of Irony, who is looking at funding options to increase production capacity, feels the garment industry is having good growth. “Business is increasing in malls. It’s no longer in a good shape in small shops. People prefer malls where they can hang out and where there’s something for everyone. There is a wrong impression that business is dull because shops are empty. It’s just that business has shifted from small shops to malls. The main challenge I face now is that of production. I have to upgrade my infrastructure, for which I need capital,” he explains.

Exploring untapped states with new distributors

The brand was launched in 1998. The brand collection is with 600 MBOs and we are building strong presence through shop in shops “These allow for brand visibility. We are in 10 states, through 10 distributors. We are in Maharashtra, Madhya Pradesh, Kolkata, Guwahati, Delhi, Punjab and Gujarat. The best markets for us are Maharashtra and Gujarat. We retail directly in these two markets. Now we are looking at UP and other areas, where we plan to add some five or six distributors, through them we will also add some 250 MBOs. Other than this, I also plan to go online,” informs Venky.

Venky feels that the casual market has grown and people want fashion and that is something only casual wear can give them. “Formals can’t. People of all ages these days want casuals, when I say casuals; I include jeans and cotton trousers under the segment. But jeans are growing faster than casual trousers,” he states. He does not hesitate to maintain high price range of products retailed under Irony. “Today even undergarments sell for Rs 2,000 then why should I sell my trousers for Rs 1,500,” he argues.

Establishing product strength and capacities

Irony is known for its cotton trousers and khakis. These include black party wear, half pants, three fourths, chinos and drawstring pyjamas priced from Rs 1,650 to Rs 2,500. Its denim prices are from Rs 1,750 to Rs 2,500. “We have a quality product. We give what the customer wants. We have summer and winter collections. Every two months we also have a new collection,” saysVenky, elaborating on the brand’s USP.

For winter, Irony has unveiled denim and cotton collection in pastel shades. Cotton trousers, according to him have become fashionable. Sighting demand, the company plans to increase production of cotton trousers. It will also introduce shirts for winter priced from Rs 1,550 onwards.