Nitrite ready to launch new line of active wear for women

Active wear and sportswear brand Nitrite is all set to launch a new range of active wear for women, who follow activities like dance, yoga, aerobics or gym exercises. “This is Lycra-based collection called ‘Feel Stretch’,” informs Varun Mittal, Director & CEO, adding, “Customers can feel the stretch while doing any kind of flexible activity. We have customised the shape, size, design and feel. We want the Indian women to look athletic, while feeling comfortable.”

Wide choice for the fitness conscious

The brand offers a vast choice of sportswear, fitness wear and play wear for men, women and boys. It also has customised uniforms and sports dresses for players and athletes. “We will introduce new designs and combinations in the existing line. For children, we have T-shirts, jeans, sleeveless tees, shorts, track pants, sweat shirts and Jamaicans,” avers Mittal.

Since the brand is backed by a vertically integrated textile mill, it produces various kinds of fabrics like cotton, linen, viscose, polyester, Lycra in single jersey and double jersey in mélange, prints, jacquards and stripes. The company specialises in making performance sportswear garments and dyed yarns. “Buyers prefer vertically integrated factories, so they can get faster deliveries at competitive prices. We make casual wear, sportswear and winter wear. For winter, we have sweatshirts, track pants, track suits,” Mittal exclaims.

Building up retail presence

The brand is with 1,000 MBOs and large formats pan-India. Explains Mittal, “We are mostly in the south, west and east, with a small presence in the north. We expect to grow by 30 percent next year. We have also tied up with leading online retailers like Snapdeal, Flipkart and Amazon and we also export our products to countries in Asia and America.”

Talking about ecommerce, he opines, “While stores can’t match the discounts given by online retailers, customers come to our store, select a piece but buy it online. So the local retailer has become more of a showroom than a shopping place, which is a big challenge. We feel online and brick and mortar are alternate channels. But most of our marketing efforts will be on brick and mortar. That’s where the bulk of business comes from. But we are also developing our online channel so that by the time the channel becomes mature we are prepared.”