Boom Jeans bullish about growth, unveils new collection

Women’s western wear, Boom Jeans, has been dressing modern young women in latest designs and styles since 2004. It is now looking at growing bigger and aggressively expanding.

Boom makes uppers, dresses, palazzos, shorts, dungarees and maxis. It’s the dresses and maxis which do well because a typical teen loves to have at least five or six dresses and maxis in her wardrobe but few dungarees. Similarly, T-shirts and tops do well because most teenagers prefer them for regular wear. Boom focuses on all these. Boom’s maximum turnover, nearly 80 percent, comes from denim. The fabrics come from mills in Mumbai.

India loves denim

Rajesh Gala, Proprietor says, “Our USP is that we provide new designs and styles every time.” Gala believes women denim wear market has a lot of potential. Today, 20-25 per cent people are wearing denims. “In cities 70-80 per cent people prefer to wear denim,” he says. The brand targets small as and big cities alike. There is competition as women’s wear segment which has various categories like jegging, leggings, ethnic, formal and western wear. Denim is preferred because of its lifelong use and long-lasting quality. The women denim market is still in its nascent stage whereas the men’s denim is booming. Gala feels in future women’s denim market will see good growth as the new generation is totally dependent on jeans. “The market has gone through vast changes, previously the collection used to be vibrant with had handwork but today fashion has changed. It is more subtle and can be worn to offices as well,” he points out.

Boom Jeans manufactures both bottom and tops. For this Autumn/Winter, the brand has a new collection every season, this time there are new designs and fashion, and in top wear, maxis, top, tunic, etc. The brand has four factories for manufacturing. The Mumbai-based factories have a capacity of 8,000-12,000 pieces a month. The brand is present in 450 MBOs in India. Plans are on to open an EBO soon.

On competition from global brands, Gala says “There is a glut of international labels coming to India. But it seems more or less they are offering the same stuff. At the most, they offer 10-20 per cent new stuff and the rest is the same stuff. Most often, they cater to the sale season. What they sell abroad and what they sell in India differ. What they sell in India is dead stock. There is little innovation in the stock that they sell here,” opines Gala.