Siyaram opens first store of Cadini in Mumbai

Internationally well-known Italian lifestyle brand, Cadini, has opened its first store in India. Brought to the country by Siyaram Silk Mills Ltd (SSML), Cadini will be bringing the best of Italian fashion at an affordable price to Indian consumers at its EBO in Mumbai. SSML is planning to open 15 EBOs within the current fiscal year across Indian cities. It has set aside Rs 15 crores for opening Cadini stores. This year we’d like to have 15 shops. Next year maybe 15 more. So, every year we will open 10 to 15 stores. We are planning stores with 1000-1200 sq ft of size. Apart from our stores, we will sell through MBOs, too. We will be present in 150-200 MBOs.” The company had launched Cadini fabrics in October last year.

Ramesh Poddar, Chairman, SSML, says, “Initially the range will be formal but we will add casual. The lead time for a range is six months. This year including fabrics we will touch Rs 125 crores. Initial retail sales for apparel may be low around 20-30 percent of the total sales in the first year.” Talking on Cadini, he added, “We have seen this brand since last 20 years in Italy, we were very excited and we thought to get this brand in India. Now we own this brand for India and Middle East also. Initially we started with Fabric in last October and in initial 4-5 months we have already done business of 45 crores , only in Cadini.

The flagship store in Mumbai will be selling formal shirts ranging from Rs 2,500 to Rs 4,000. And for 100 percent Italian, the range would be between Rs 15,000 to Rs 20,000. For suits, the range will start from Rs 15,000 to Rs 90,000. The fabrics used will be 100 percent long staple cotton, linen and various others.

Italian spells best of fashion

“Average Indian consumers are always looking to go beyond his needs, something more to take it too next level. The Italian products are generally not affordable, so getting an Italian brand which is giving a product and quality similar to an Italian products in Indian price, customers might want to elevate. Along with this the brand is also offering Italian product for one who actually wants to go to the next level.” Says Gaurav Poddar, Director SSML. He adds, “Italy is always ahead in fashion. However, when selling in India, SSML is making sure that the outfits conform to latest Italian fashion but don’t burn a hole in consumers’ pockets. There may be some style adjustments made to suit Indian tastes. The designs will be from Cadini, approximately 20 per cent of the total inventory will be from Italy and the remaining will be made by SSML’s manufacturing units in India.

Hard work is key to capture the market

The Italian market is very small in India and Cadini is a new brand, so it will take time to establish the ‘Italianess’ of the brand among the consumers. So, SSML has to work hard to reach out to the right consumers who want to upgrade to a higher level by buying Italian apparels. In fact, many smaller towns have a demand for Cadini fabrics. It is much more niche.

Says Daniela Faralli, Brand Director, Cadini: “In other countries we can go directly and be successful but India is a difficult market. You need a local partner. And we are excited to have Siyaram as our partner. The aim is to bring Made in Italy to the world. We are thrilled to be associated with ready to wear garments in India. It is a very huge market. Cadini is present in 40 countries in the world. We are giving the Italian identity an Indian flavor. We are adapting to the local consumer. India is a very good market but it has its own requirements. We have adapted the collection and the store concept.”

For Poddar, it is important to be active and alert in fashion business. Only then one can learn.