Ricado to foray into shirts and ladies jeans segment soon

Ricado, the denim jeans brand for men from the house of Jee Sons Group, is now planning to enter into the shirt segment as well as introduce a line of jeans for women. Expansion of the entire group is on the agenda. Presently, it’s available all over India in over 1,000 outlets.

The five-year-old brand has made phenomenal growth since its start as it believes in keeping good relations as well as concentrating on production. They try to take ideas from customers and incorporate them into their production as and when it’s possible. The brand totally believes in working hard as only that can gradually bring success and popularity. With this philosophy in mind, Ricado may be present in leading stores such as Shoppers Stop and other large format stores in the next six to seven months. Online presence is indirect as of now and immediately the company doesn’t have any plans of expanding online.

Different styles under one brand

Ahmedabad-based Jee Sons Group has three brands targeting different segments. Ricado is the denim jeans brand for men, Jee Sons is readymade salwar suits and Kashika is semi-stitched salwar suits for women. So, one group caters to different tastes and segments. Also, different names have been chosen to avoid confusion among people. As such, people are able to identify different brands as per the clothing.

It’s in the jeans

Ricado offers many types of jeans. Their jeans are basic but classy, thus meeting both casual and party look. The age group that is targeted is 20-35 years especially professionals. The brand doesn’t cater to youngsters who prefer the hip-hop and the torn and shredded look. The best quality fabric is used such as stretchable denims. The jeans are designed in-house. Ricado follows a marked down selling price and retailers have to sell the products at that price only. So, if the price range is Rs 1,499 or 1,799, then the product will be available at similar price.

Bhavin Gulabani, Director, Jee Sons Group, says, “Currently, the denim market is a little slow. But that state is true of the entire textile market. The only thing that will drive a brand’s growth is creativity. We have our own designers in Ahmedabad, making five designs each day. We then select a sample of our choice and connect with the retailers and produce the ones which work.”