Grasim's Agenda: New fabric blends, stronger distribution

Grasim forecasts a growth rate of 7-8 percent year-on-year on the back of new innovations in blended fabrics and ramping up of its distribution network. The company clocked in a turnover of around Rs 226 crores this year. As Abhijit Ganguly, Brand Director, Grasim Bhiwani Textiles says,

“With a pan-India presence, we intend to expand our distribution network in the western region. Digital is the next big story for us. However, we are selective in our approach of tying up with e-commerce sites for selling our brand online.”

Grasim’s

Spring/Summer’14 collection of ready-to-wear focuses on easy dressing for men with natural material and blends, as 100 percent mercerized cotton for greater comfort, elegance and a relaxed look. The collection exudes a free spirit that merges glamour with comfort and sophistication while using delightful combination of bright and breezy colours, cool fabrics and hues to mark the onset of the warm season.

Strengthening fabric portfolio

Next year Grasim is looking at launching a slew of innovative products which will comprise of linen, cotton and denim blends that are the current favourites. “There is increasing demand for value-added products like linen blends, cotton blends and denim blends among others. Thus, at Grasim there is a constant endeavour to come out with innovative products which delight end-consumers,” explains Ganguly.

Apart from an elaborate and well-established distribution network of 150 dealers and 10,000 multi-brand outlets, Grasim has an all-India presence through 120 premium stores. “We are continuously looking at expanding our distribution network by associating with progressive-minded channel partners,” avers Ganguly.

Sprucing up brand Grasim

“Grasim is a young, fashionable and innovative brand targeted at the fashion forward consumer, rightly endorsed by Bollywood actor John Abraham,” Ganguly says. The company is a part of the Aditya Birla Group, a dominant player in the ready-to-stitch over the counter fabric space. But it has also ventured into ready-to-wear category by launching readymade garments through its distribution network and exclusive showrooms.

The brand’s Spring/Summer’14 collection has 60:40 ratio of fashion and basic products. Overall the percentage of stripes, checks and plains in the collection is in the ration 60, 10 and 30 percent respectively. Elaborating on the season’s offerings, Ganguly says, “Grasim has conjured up a daringly different eclectic mix in its S/S 2014 collection for men. It comprises of relaxed clothing, leisure look and new pastel tones. Each fabric is uniquely engineered to immaculate style and unparalleled comfort for the self-made man. The collection also has a wide range of shirts and trousers in 100 percent mercerized cotton.”