Blue Tonic eyes aggressive retail growth pan India

Casual shirt brand for men Blue Tonic from 50-year-old Topsons is eyeing 50 per cent annual growth on the back of domestic retail expansion and youth oriented collections. As Rajesh Sunder Ghanshani, MD, Topsons explains, “I want to

make a young casual wear brand that every Indian loves to wear. We have our own four stores in Mumbai. These are doing well, so we want to touch the direct end user before going to large formats or MBOs.”

Adding further, he says, “We have started marketing the product for the last two years. Last year, we got a break with big chains in the south like Pothys, R&KV. Now we are selling through 40 top counters across the country. This year we have also hired our own marketing team and signed up distributors and agents in four states -- Tamil Nadu, Maharashtra, Punjab and Rajasthan. Next we will explore Delhi. With focused areas of growth, the product will keep evolving and improving.”

Launched in 2005, Blue Tonic also completed its first shipment to South America. And after getting an excellent response for its linen collection available in 19 colours, the company exported it to its client Big Boy which has its own chain of stores in Ecuador. “Soon after the shipment reached the consumer’s response was so good that now we have received an order for the whole range. The initial quantity was small but now they are officially going to tie up with Blue Tonic in January 2013,” Ghanshani exclaims.

Four decades and two generations old Topsons in one of the oldest retail outlet in India. In 1961, Sunder Ghanshani along with his brother Ishwar set up this shop on Linking Road, Mumbai called Topsons and in a few years, the store witnessed shoppers coming from all walks of the society including famous Bollywood actors like Sunil Dutt, Balraj Sahni, Dharmendra and Dilip Kumar. Commenting on the glory of those days, Ghanshani says, “Over the years, as Linking Road grew, so did Topsons from a 200 sq. ft. showroom to a 600 sq. ft. showroom and then to a chain of Topsons outlets.” Rajesh Ghanshani, who dabbled in modeling and garment exports before joining his father’s business, further adds, “We take great pride in not only being a favorite with our customers, but even the suppliers, with some of whom we have a business relationship for over 50 years.

Blue Tonic specializes in casual shirts and the range consists of offerings like checks, bigger panels, reversible shirts, linen shirts and slim fit. “Now we concentrate more on branding. Embroidery, prints, buttons, all veer towards the style element but they will serve our branding purpose,” Ghanshani explains.