Provogue to sell body-care products

Provogue India, the fashion and apparel retailer, is all set to enter

the fast-moving consumer goods market with its body-care products. The company is expected to sign a joint venture agreement with FMCG distributor JL Morison (India) Ltd. This was confirmed by Salil Chaturvedi, promoter-director, Provogue India. The joint venture will lead to a new company, which will be a subsidiary of Provogue. In the first two years, Provogue will invest about Rs10 crore in the venture, and is likely to hold more than 50 per cent stake, Chaturvedi said.

Provogue will not manufacture the products, but will only be branding them. The products will range from deodorants, perfumes, skin care and other personal care products. At the moment, the company is in the process of putting the product range together. Chaturvedi said.
The company is also planning to sell the products through the mass-market channels and looking at reaching 12,000-15,000 outlets. Chaturvedi says the pricing will be premium. Provogue is planning to stock at least 30 products and targeting a turnover of Rs 50 crore in the next three to five years from the new JV.
Morison will help the retailer in sourcing of products, marketing and front end of business.
Incorporated in 1997 as Acme Clothing Private Limited, the apparel brand Provogue was launched in 1998.  Within seven years, it has established a strong brand identity. Recently, the company acquired from Acme Global the entire business of export of textile; textile machinery and textile related chemicals and operates these businesses as its division under the name Acme Global.