Chic Carissiomo: Targets Rs 100 cr in three to four years

Chic Carissimo the brand from the house of A Klass Fashions is upbeat about achieving the status of a reliable brand in innerwear and all categories under the brand Chic. The company is looking at creating a complete basket of innerwear,

casualwear, and gymwear, for its women clientele. It is also targeting reaching the magical figure of Rs 100 crores in the next four years. Opines Geeta Singh, Director, A Klass Fashions, “Growth in the last five years has been on an average of 35 per cent year-on-year. In some years it has been 20 per cent and in some like the last financial year, it has been a record growth of 75 per cent despite pitfalls like excise and increasing raw material prices in the year 2011-12. And we wish to reach the magical figure of Rs 100 crores in three to four years.”

Recalling the journey since brand’s inception, Geeta says, “Borrowing just Rs 30,000 from my brother to buy raw materials, I launched Chic Carissimo. Our first market was Kolkata, and from there, the market extended to Guwahati, Chennai, Delhi and Ahmedabad, and finally in Mumbai, with my friend Naazneen Katrak (of Mustang Socks) taking up the distribution of Chic. And the network spread to Mumbai and Maharashtra…once the brand was seen in most of the cities, we started getting inquiries from many small cities and towns. The brand’s collection is now available in more than 3,000 MBOs all over India.

“Chic Carissimo is already there in Tier II, III cities. The model of our own office network has allowed us to explore these cities in a big way. For instance, in Punjab, Chic Carissimo is available in Batala, Bhatinda, Faridkot, Kapurthala, Gurdaspur, along with main cities like Ludhiana, Jalandhar and Chandigarh. In UP, we are already marketing in Tier III cities likes Azamgarh, Jaunpur, Bareilly Gorakhpur,Moradabad,” says Singh.

In e-retailing too they have just started experimenting with a few well known online stores. “There has been a very positive response, with orders coming in from direct customers,” Singh sums up.