World Player targets mass base

World Player, the low-cost men’s apparel brand from S Kumar’s Nationwide (SKNL),

has set itself an ambitious turnover target of Rs 500 crores in the next three to four years. It is betting big on scaled distribution across the country and promotions through in-store display, hoardings in regional languages and advertising on mobile vans to pull consumers. The brand, whose apparel and accessories are priced between Rs 99 and Rs 499, is targeting youth in smaller Indian towns who form the bottom end of the pyramid (the lower middle segment), and wants quality fashion at low cost.  

The brand will be launched in West Bengal, Punjab, Haryana and Delhi next month. The company currently has 12 distributors and 902 retailers in four southern states. The company will set up over 8,000 point of sale outlets over the next few years across the country.

SKNL is one of India’s leading textiles and apparel company with expertise in multi-fiber manufacturing. The company has extended its presence in multiple product categories from fabrics to apparels and home textiles. From a turnover of Rs 5 million in 1948, today, the group has come a long way in achieving a turnover of  Rs 17 billion.