Having wooed millions of women across India with its classic collection of innerwear, Chic Carissimo is all set to tempt boys with its Yo Bro innerwear and sleepwear range. Inspite of yarn prices going up and the new excise regime on branded garments
affecting product prices, buying has continued to grow and this has encouraged the brand to diversify. As Geeta Singh, Director, A Klass Fashions says, “The mood in both manufacturing and retailing sector is very positive. The year 2010 has been a successful one for us. We have grown over 40 per cent as compared to 2009. The year 2011 is even more buoyant and upbeat. This year we are also planning to launch the Chic Carissimo sleepwear/loungewear range for women. The Chicita range of sleepwear/loungewear is continuing; the only change in our strategy is to introduce 18-20 designs every month rather than doing it season to season. This year we have also launched a winter range of sleepwear/loungewear in Chicita and Yo Bro.”
With so many international and national players entering the industry, Singh says competition is getting tougher therefore, ensuring that your brand stays on the shop shelf, is a big challenge. “There is a constant need for new designs. This is one thing that a prudent manufacturer has to keep pace with, otherwise there are many more waiting to displace them,” Singh says. The brand that caters to 30 plus women is now going chic. While their Chicita range caters to girls from 2 to14 years old.
The year 2008-2009, has seen them go through a lot of changes. Earlier they depended on distributors to reach retail but now the brand has opened their own offices with a dedicated team to explore demand in each state. “We are marketing all over India, but our major sales come from Delhi, Mumbai and Punjab. The other markets that contribute to our sales are the four states in south. East Indian is our next target,” Singh informs. The brand has a presence in around 300 plus MBOs pan-India.
Talking about their growth and development plans, Singh says they will look for investors in the long run, “But the time is still not right. We can manage without any anchor investors for the next 2-3 years. The year we cross Rs 40-50 crores in turnover, we should be considering that avenue for funding growth. By that time we would have a complete lingerie basket of bras/panties/sleep/lounge et al,” she sums up.
