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Diesel finds India safe and stable

By Meenakshi Kumar

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International brand Diesel, well known for its jeans, may not have created a dent in the growing Indian retail market but it is optimistic about its future in the country. Its founder Renzo Rosso is confident about the market even though he finds India’s growth slow when compared to China but he is happy that it is safe and stable.

Diesel, which started in 1978, already has 12 stores in India and is looking at doing four more in the next couple of years. But that can happen only when there is growth in the cities. Also, Diesel can open a store in the right mall so that it has the right position, probably with right brand next to it. Already diesel has spent a lot of time and money to be in the right place. After all, as Rosso points out, the brand is an alternative to luxury and it is important for them to be in the right position as their prices are quite high. Also, Diesel will in a year or two, open its new concept store in India.

Rosso believes in introducing the same line of designs in India and rest of the world at the same time. So whether they live in Los Angeles or Mumbai, people can expect to wear the latest designs at the same time.

Online, too, excites Rosso, who believes that the online is magical. It is a good way to buy for not just an individual but the entire family. At the same time, he doesn’t think that online has made fashion weeks redundant. Fashion weeks bring the product which designers work so hard on, directly to the buyers, who then can take their time to see it in detail.

Diesel