Being Human to be a total family clothing brand, available in 2,000 outlets

Being Human clothing brand, Bollywood actor Salman Khan’s Rs 300 crores retail venture, will add new products to its portfolio starting from April. It will introduce a boy’s line and a sportswear sub-brand called Being Active. It is looking at becoming a total family clothing brand.

Being Human apparels are manufactured and marketed by textile and apparel firm Mandhana Industries. It has partnered with Khan’s Being Human Foundation and is now looking at going deep into the Indian market through a franchise route. It already has a licensing agreement with the foundation for a global presence. Plans are in the next three months, it will demerge its retail business and hive it off as Mandhana Retail Ventures to add more brands and scale up the business. It is looking at growing 40-50 per cent every year till 2020. As Manish Mandhana, MD, Mandhana Industries says, hey will be available in 2000 outlets in India and abroad. Presently, there are 700 Being Human outlets and international sales in 16 countries contribute 25 per cent of being Human’s revenues. This year, a store will be opened in France. Already, there is one outlet in Mauritius and two in Nepal.

In 2012-13, Being Human was a Rs 60 crores company. In 2014-15, sales rose to Rs 235 crores and this year, the company is hopeful of making Rs 300 crorea. For Being Active clothing, the first year sales target is Rs 50 crores. A major part of Being Human clothing comes from online because of Khan’s huge online fan following. Over 10 per cent of the total revenue comes from online presence.