Identiti to expand pan-India

Identiti, a western casual clothing brand, plans to increase the number of its EBOs in India to 30-40

from the existing 13 in the next two years. The stores will be in south Indian states like Kerala and Andhra Pradesh. The brand was launched in 1998 for the domestic market by Bangalore-based clothing exporter Indian Designs. Of the 13 EBOs they have already, nine are in Bangalore and one each in Mysore, Kochi, Mangalore and Chickamanglur. The new stores would take the franchisee route and the long term plan would be to become a brand with a pan-India presence retailing through EBOs, MBOs and large format stores.
 
Identiti offers the latest in fashion at prices that are affordable and a range that is truly a temptation for the discerning consumer. It may be pointed out that many exporters like Indian Designs have turned to the domestic market because of the global economic crisis and the fluctuating rupee. The move was taken to maintain the ongoing operations of their plant. In fact, since the onset of the economic crisis, textile minister Dayanidhi Maran has been exhorting garment manufacturers and exporters to concentrate on the Rs 330 billion strong Indian domestic textile and garment market. Naseer Humayun, Managing Director of Indian Designs elucidates, “If the variation is 25-30 per cent like in the last couple of years, there is a lot of uncertainty for the exporters as well as the buyers. This uncertainty has a negative impact on the business environment. The government can help by ensuring that the fluctuations in the currency are minimized.”