Ekru plans eco range

Kolkata-based Indian ethnic wear brand Ekru plans to launch a range of eco-friendly products.

The brand will showcase a new collection of organic garments -- which use cotton and other fabrics grown without chemicals and pesticides for the spring-summer season. Ekru had showcased a range of such garments three years back and will be increasing the line. The brand has a range of normal Indian wear like tunics, churidars, kurtas, saris and lehengas at a price ranging from Rs 2,500 to Rs 40,000. Its organic range of garments is expected to be priced higher.

Ekru has two company-owned exclusive outlets in Delhi and Kolkata, apart from retailing through fashion chains like Ensemble, Kimaya and Collage. The firm will also launch an exclusive range for teenagers and youth as a part of their future expansion plans. Such collections will have special features like asymmetrical hemlines, brighter colors and use of lighter fabrics.

The company has 20 outlets and plans to expand its retail footprints by doubling sales point to over 40 outlets this year in both the exclusive and multi-brand categories. It has just opened its second exclusive outlet in Delhi and the next target will be to set up standalone stores in Mumbai and Bangalore.