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Oner to establish presence in Asian and Soviet markets

By Sujata Sachdeva

24 Nov 2014

Undeterred by the issues like low consumer sentiment, shrinking winters, rising labour and raw material costs, winterwear brand Oner is keen on expanding its overseas presence. The brand from the Sarjeewan Knitwear is looking to increase its presence in Asian and Soviet countries by next year.

The brand caters to 3 to 40 year olds, and has witnessed 30 percent growth in business last year. Oner expects it to record flat growth this year owing to the sluggishness in domestic market.

Exploring foreign markets for growth

“Plans are being worked out and will materialise soon. Our summerwear is already being exported to the Middle East. But since our core area is winterwear, we want to focus on growth in this vertical, in which we have good expertise and resources. We also see more potential in this segment compared to others. By next year, we are planning to enter Asia and Russia markets,” informs Sudershan Jain, Partner in the firm.

On the domestic front, the company has a network of 500 MBOs through which its products are being sold on a pan-India basis. “Apart from MBOs, we have three exclusive outlets, each located in Ludhiana, Mussoorie and Shimla. The number can go up to 10 outlets in coming years if everything goes well and according to our plans. In MBO category too, we are planning to add 100 more outlets by next year,” he added.

The brand which sees winter wear as its key area of growth is particularly focused on states like Himachal Pradesh, Punjab and Delhi, where extreme and long winter season is experienced and most of its business also comes from these areas.

Exclusive offerings for younger audience

Oner’s brand range consists of sweaters, jackets, knits, wovens, track suits and sweat shirts. It has been doing summerwear for the last four years. For summer, it offers track suits and tops and an economy range and three piece T-shirt packs. Earlier brand catered to girls aged 16 and above. However, for the last two years, it has been catering to girls between 12 to 16 years.

Oner, founded in 1997 was only serving the Indian consumers until two years when it started exporting to Dubai. Primarily producing women’s wear products, the firm has also taken an e-commerce route to reach out to a wider customer base.