Camaro Jeans to launch women’s fashion line, EBOs

Focused on men’s denims for years, Camaro Jeans from the house of Bhawarlal Alok Kumar now plans to add woman’s fashion line to its portfolio. “Originally Mumbai was the production base, but today Mumbai is the corporate base, Kolkata the sales

base, and we have Lucknow to cover UP sales and Ludhiana to take care of manufacturing knitwear,” explains R K Patawari, Saumar Sharma, Director & Business Head of Bhawarlal Alok Kumar. The brand’s biggest achievement is a steady growth of 20-22 percent year-on-year, for bottom wear segment without holding any dead stocks or discount sales.

The brand was incepted in 1991 under the company name Bhawarlal Alok Kumar. It was more of a regional brand for eastern India then. Expansion followed soon across West Bengal, Orissa, Uttar Pradesh, Bihar, Jharkhand, Assam, Andhra Pradesh, Madhya Pradesh & Chattisgarh, Mumbai and now Karnataka and Goa. Elaborating on the capacity, the duo state, “With an ultra-modern, cut-to-pack production unit based in Mumbai and a capacity of producing 700 pieces of denim/trousers per day, the accent is on the quality. Camaro has also introduced a knits collection to complement its denim range with the complete manufacturing set-up of the fabric to the finished product.”

The brand started with men’s wear 20 years back and is still predominantly in the same segment. “Age doesn’t matter to us much; fashion has nothing to do with age its all about your psyche. That has been experimented and proved. Because we make fashion jeans even for waist sizes of 44,” they add.

Camaro falls in the mid-premium segment with its affordable product line. “We do not want the customer to think about the price while buying a quality product, so we do a lot of compromises on the offerings we have. We don’t offer discounts because we don’t overprice any garment. Our denims are priced between Rs 1,295 to Rs 2,795, casual trousers from Rs 1,095 to Rs 1,995 and T-shirts are between Rs 295 to Rs 1,095. We also have a negligible amount of casual blazers and belts and wallets will be launched very soon,” the duo tells.

The brand is currently being retailed through 1,200 MBOs across India and has just started its own EBO in Guwahati. “We would be launching in north India very soon, we initiated a soft launch in Delhi this season and plan to roll out more EBOs and then spread our presence through the franchise mode,” they sum up.