Sin looks at continuing 80-85 per cent growth

Three-year-old brand Sin, known primarily for its denim, has been growing at 80-100 per cent year-on-year. It’s aiming to maintain this growth momentum and looking at making its presence felt in the northern region, specifically New Delhi and is working towards it aggressively. In addition, by the next fiscal, Sin wants to open around 20-25 EBOs.

Sin has launched three new fits this season: slim, skinny and comfort. Among these, it is slim fit which is dominating the denim market, contributing about 80-85 per cent to their total denim collection. This collection is available in various MBOs spread across the country. The company has more than 1,000 MBOs across India. Apart from that, the brand is present in 140 good large format stores. By next season, EBOs will be launched in Hyderabad, Bangalore, Kolkata and other major cities. In the first stage, the plan is to come up with 10 exclusive brand stores.

Affordable and trendy are keywords

Sin’s clothes target the younger generation, in fact, the age group on its radar are 18-25 years who contribute the most to their business. They are totally into men’s category, given that the share of women’s segment is not more than 15 to 20 per cent of the total denim market in India. The price range is between Rs 1,899-2,399, which is far lower than other branded products available in the market. Sin’s denims are as good as any other in the market quality wise. The company undertakes extensive market research by visiting global markets before launching a product.

Innovation is the way forward

Innovation is an inherent part of Sin’s offering since it is emphasised a lot. It has been the company’s motto to increase functionality and performance of the product. This season too, several innovations have been made in the products such as skin-friendly denim, denim with anti-sweat and anti-microbial properties. This is done because denim is something that is worn often and over time with its excessive use, it starts losing not just its external appearance but internal value too. So, such innovations aim at providing best quality product that lasts long in every sense. Some of our products have been given such a treatment that even after 20 washes, they don’t fade. Innovations play a pivotal role in denim, be it fabric or washing, a product cannot grow an inch without offering something new to the consumers.

“We keep introducing new products every year. Initially we started with denim, shirts and cotton trousers. Then we introduced a winter wear line comprising sweatshirts, jackets and T-shirts. Rather than going for expansion in the product line, we want to consolidate by bringing in more innovation and quality. We are currently working on three innovative products which we will be able to unveil by next season,” says Harish Nayak, National Sales Manager, Sin.

The brand is with selected online portals and will soon start a separate line for online retail.