TSG Bliss: The new entrant impresses with unique collections

Targeting young, fashion conscious Indians, Shivam Sonthalia launched TSG Bliss, after gaining experience working on his family run business of casual wear leggings brand ‘TSG’. “The brand caters to the fashion needs of today’s generation,” explains Sonthalia, Director, Shivam Creative. To create a mark in the fiercely competitive fashion industry, TSG Bliss focuses on trendy styles, exclusive designs, quality fabrics at affordable price points, while focusing on expanding reach through EBOs and online retail.

New brand on the fashion block

Having worked closely with his father, Sudesh Kumar Sonthalia, Chairman, Sonthalia Group, for TSG brand, Shivam Sonthalia sighted an opportunity for a good quality brand aimed for the fashion conscious customer and launched ‘TSG Bliss’ for men and women. “We will also launch a kids’ wear brand called ‘My Kids’. But since women’s wear market in India is growing at a fast pace, we are launching the women’s wear line first,” he informs.

The women’s line includes complete wardrobe solutions for contemporary women like casual, ethnic and designer wear. A major share of the casual wear range consists of leggings and camisoles. However, it also offers track pants, polos, capris, tops and shrugs in knit fabrics and ethnic wear with regular and party wear salwar suits, kurtas and tunics. The brand also offers a line of designer wear collection catering to party and bridal wear segment.

Talking about the brand’s USP, Sonthalia says, “Being a brand from West Bengal, we know how enriched the state is when it comes to heritage weaves and embroidery. We are highlighting these rare weaves and embroideries through our brand. The ethnic wear range uses natural fabrics and traditional embroidery techniques like zardozi , aari , kantha to name a few.”

Besides the variety of shades, TSG Bliss has used premium quality fabrics like chiffons, georgettes, Lycra, Chanderi, raw silks, Matka silk embellished with intricate zardozi work, aari *, * kantha combined with zari, beads and mirrors.

Hitting the retail trail with EBOs

Sonthalia sees a huge growth prospect in the domestic market. “We are looking at acquiring a major share of the organised fashion retail market with aggressive marketing strategy. Primarily, we would reach out through a strong network of dealers, distributors and exclusive brand retail outlets,” he says.

The company is ready to launch its first EBO at City Centre, Salt Lake, Kolkata spread over 500 sq. ft. area. This will be followed by another store of 1,000 sq. ft. area at Axis Mall, New Town, Rajarhat in Kolkata and stores in Tolloygunge and Howrah in Kolkata. Other than Kolkata, TSG Bliss stores would be launched in Mumbai, Ahmedabad and Bangalore in the first phase. “We are planning to launch 160 EBOs by the end of 2016. In fact, we are also planning a 4,000 sq. ft. designer studio at City Centre,” informs Sonthalia.

The company has also partnered online marketplaces like Flipkart, Snapdeal, Amazon, eBay and Shopclues and plans to add more to the list. Going forward, the company would launch its own online portal Boxatoz.com, which would offer all products from the brand’s portfolio online. “Currently, we would be happy to get 1 or 2 percent from the online channels but it has the potential to grow up to 30 percent if managed properly,” concludes Sonthalia.