Bonny Creation looking to explore untapped regions

Building on the experience of retailing suiting and shirting fabrics, Chetan Dharod, Director, Bonny Creation decided to venture into garment manufacturing. Bonny Creation was launched in 2004. It is now looking at a turnover growth of 18 to 20 percent, while expanding its retail presence

across India.

Building on retail network

The company has four distributors and agents all over India. “Our br

and is available in 350 MBOs. In two years, we want to add 400 retailers. We are present in the north, Maharashtra, Rajasthan and south. Most of the sales happen in Maharashtra. We also experience good sales in Gujarat followed by the north. The south is looking promising. Overall these states have started accepting more fashionable products. We want to grow our presence there,” explains Dharod.

The brand is not present in large formats because Dharod feels that ethnic wear doesn’t have a place in their scheme of things. “But this is gradually changing,” he says, adding, “Once the momentum builds, we will try to get into large formats. Within six months, we will start retailing online with some e-tailers. We also export to Jeddah, Dubai.” Dharod points out that in the boys’ wear, ethnic wear has a 25 percent market share. "In 5 years, we expect this share to grow to 50 percent. These days you have shops which sell only ethnic wear. And these stores are growing in number apart from stores that also sell ethnic wear along with other apparels,” Dharod explains.

Styling up little boys

Bonny Creation offers coat suits for boys up to 14 years. The range includes Indo-westerns, sherwanis, blazers and jacket suits for boys up to four years. “For Autumn/Winter, we have introduced colours like red, green, blue, wine and purple. We are giving greater attention to blazers and coat suits. For summer, we have lightweight fabrics and linen. Our best season is from August to January. April and May are also fruitful when a lot of weddings take place,” explains Dharod.

Supported by a talented and creative team of tailors and designers, who stitch apparel in accordance with the clients' tailor-made requirements, the company’s USP lies in its ultramodern infrastructure facility. “Leveraging on these factors, we are capable to offer a mesmerizing range of ethnic, Indo-western and jacket suits for boys in customized forms. The use of technologically advanced machines further facilitate us in offering garments with varied stitching patterns as well as enhancing the level of neatness in stitching,” opines Dharod.