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Being Human is confident about its new boys’ wear range

By Meenakshi Kumar

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Retail

Being Human clothing brand, Bollywood actor Salman Khan’s Rs 300 crores retail venture, is on a high. It has received favourable response from all its partners for the launch of its new range of boys’ wear and sportswear brand called Being Active. At the same time, it is expecting to continue growing sales.

’Like father, like son’ is cool and happening

Being Human has developed a boys’ wear range that appeals to ‘like father, like son’ target group. What that means is that they have incorporated some of their bestselling styles and turned it around to include it in their boyswear range. The clothes in this range are cool, trendy and fashionable. The age group targeted is 6-14 year-old boys. The boys’ wear range include: T-shirts, shirts, denims, chinos, tracks, shorts, vest and boxers.

Kids’ wear market is huge and growing

Kids’ wear market is still quite unexplored in India, and as such has a huge potential to grow. Already, there are numerous players in the unorganized segment and in the organized space many top global players are testing waters. A study by Assocham revealed the kids’ apparel market in India will grow from Rs 72,000 crores to Rs 95,000 crores this year. It is growing at a compound annual growth rate (CAGR) of about 20 per cent. In such a scenario, it is obvious that every retailer would want to get a share of the growing pie. Being Human is just one of them, and it is confident of doing well in the domestic market. However, the brand finds the real estate prices and scarcity of talented workforce to be the biggest challenge in the growth of the brand.

Being Human is presently there in over 500 point-of-sales in more than 15 countries worldwide. In India alone it has 51 exclusive stores, more than 250 shop-in-shops and large format stores. Kunal Mehta, VP, Marketing and Business Development, says, “We are focused on taking Being Human across the length and breadth of the country, and with this objective we are planning to add 30 more Being Human exclusive stores in FY16-17. As for international markets, we will be opening our first store in France and Mauritius this year as well as launch with Selfridges in the UK.”

Being Human is also present on India’s top online platforms such as Amazon, ABOF, Flipkart, Jabong, Myntra and Snapdeal. Online sales account for approximately 15 per cent of revenue. In 2012-13, Being Human was Rs 60 crores company. In 2014-15, sales rose to Rs 235 crores and this year, the company is hopeful of making Rs 300 crores. Being Human apparels are manufactured and marketed by textile and apparel firm Mandhana Industries.

Being Human