GVK launches online brand ‘The Indian Brand’

G V Keshav Reddy of the GVK Group along - with his

friend Ishaan Dodhiwala has launched a new pure play online apparel private label called ‘The Indian Brand’. Through this online brand, the founders aim to build a ‘social enterprise’ to promote the pride of being ‘Indian’ amongst youngsters and coherently make a difference through their initiative: “One for you, One for me”. They have chosen the national bird peacock as the logo and the material is being sourced from Tirupur.

The online store has been launched with just the polo T-shirt in three different colours. It is targeted towards Indian youth and the price for a polo T-shirt is fixed at Rs 999 a piece, including freight charges. As of now, the products are only available for men. Women’s apparels might be added in future. Shipping will be free all over India and the store has tied up with Gati to manage the logistics. It claims to deliver products within one day in any metro and plans to reach 7,000 places across the country and almost all Tier IV towns.

The company has started with an initial investment of Rs 4 lakh and plans to sell around 5,000 shirts in the first year. In future, it plans to add jackets, eyewear, shoes and school bags to its offerings. Marketing plans will revolve around social media. “Our value proposition will be quality products. We will make it sustainable,” said Dodhiwala. “The delivery time for buyers residing in any metro will be just one day,” Reddy said.

The young entrepreneurs, who have been working on this idea for the past one-and-a-half years, have also identified some orphanages and pockets of underprivileged people in Hyderabad, Mumbai and Kolkata for distribution of shirts.