BonOrganik gung-ho about winter ’16, targets 100 per cent growth

The last few years has seen a growth in organic apparel in India. While the organic food industry is doing well, organic apparels have caught the fancy of limited people. There are few players who have found takers among the hip and trendy upper middle class Indians. It’s in such a scenario that BonOrganik has carved a niche for itself. It doesn’t believe in being boring and uncool. Being stylish is more up its street.

BonOrganik has launched its winter wear and hopes to clock in 100 per cent growth with it. Its optimism is based on previous years’ records.

Matching outfits steal the show

BonOrganik is offering organic hoodies and use soft weaves for its woven collection. The colour palate is inspired by northern lights and styles are kept very flowy and effortless. This has been done so that every body shape is comfortable wearing them and does not look too bulky. BonOrganik’s strength lies in being India’s first brand to offer matching outfits. As Niharika Verma, Founder says, “Organic is a choice that we as a brand have opted for as we care for the environment we dwell in. People love our brand and we are getting noticed globally for our work.”

Organic can be stylish too

Most people fear buying organic because of higher prices. But if the quality is good and designs are better, then there should be no staying away from organic apparel. After all, it’s important to do one’s bit for the environment. As awareness about organic products grow, with Indians travelling so much and being exposed to the best in the world, the market for these products in India is expected to move north. And it is upto manufacturers to make the products elegant and stylish, at par with other branded apparel, so that consumers needn’t think twice when buying organic clothes. BonOrganik’s USP lies in the fact that its apparel is stylishly organic and economical to the pocket. As Verma says, “We are organic by choice and pay equal attention to aspects like design and fit.”

The organic segment is growing rapidly and people know that they have to be concerned about the environment they dwell in before it’s too late. The market is growing tremendously and prospects for organic brand in India are bright. In fact, India is one of the biggest exporters of organic cotton. As of now, organic apparel accounts for less than 1 per cent of the organised apparel market.

BonOrganik has been very choosy about its distribution network since it believes that its products need a right projection. However, they are planning to tie up with an MBO this year and provide exclusivity in terms of offline retail presence.