Gas chalks out aggressive India strategy

After partnering with Reliance Brands, Italian denim brand Gas has chalked out aggressive growth plans to

establish a strong presence in India. Six stores are already in the pipeline, which will increase its store count to sixteen. While it already has presence in eighteen Shoppers Stop and Kapsons departmental stores, moving ahead Gas plans to increase the number. Logging onto the e-commerce platform is also on the agenda.

The brand is betting big on India with its large young population. The target is to achieve 60-70 percent growth in the country apart from other destinations like China, Russia, Indonesia and Brazil. The company had tied up with Raymond in 2005 to enter India but in three to four years, they agreed to part ways over difference in business outlook. Now, by signing a master franchisee agreement with Reliance Brands, Gas expects it to provide correct positioning in India.

The parent company Grotto is a family owned business running a global fashion enterprise present in 56 countries. The brand offers one collection across all its stores worldwide having the same design, fabric, colours and quality, except sizes that vary according to geographies. The price range of its products in India starts from Rs 6,000 going up to over Rs 14,000. Instead of mainstream advertising, the brand focuses on social media and other aggressive communication strategies.