GTN Industries launched Cotstyle in the premium men's formal socks and Polo shirts category. The product range is crafted from high quality 100 per cent GIZA and PIMA cotton mercerized yarn. The socks range was launched in 2009 while polos
hit the market in summer 2011. Presently, Cotstyle is marketed through a network of well established distributors across all states. The socks reach 800 MBOs and polo shorts are retailed through 250 MBOs. Elaborating on the brand’s positioning, M K Patodia, Chairman and MD, GTN Industries says, “Cotstyle is positioned as a premium aspirational brand made in India providing world class quality. Its USP is the use of superior quality world renowned cotton yarns mercerized to provide that ‘never before experience’.”
Though
Cotstyle is just a couple of years old, and Patodia is certain that with its positioning and unique product range, the brand would attain its target of reaching 1,200 stores for socks and 500 stores for Polo by the fiscal 2012-13. He believes Cotstyle has shown how a domestic brand can match the standards of international ones in terms of quality and make. “Ensuring quality that is at par with – or even better than – many international brands is our motto. The product is unique and extraordinary and it drives the market. But to create brand recall, there is a need to educate the consumer. Our initial market research has shown that India has begun accepting new innovations. However, brand communication activities will also play an important role for our growth. Cotstyle is investing on print, online and in-store branding activities which are all educative and lifestyle campaigns,” Patodia explains. “By 2020, we expect to create a market for six lakh polo shirts and 20 lakh socks,” Patodia adds.
Though there won’t be any new additions to the product portfolio as of now, the current offerings would have a wide range of colors, designs and patterns to suit consumers belonging to all regions across the country. Apart from increasing their MBO presence, by April 2012, the company is targeting over 84 cities pan India and of these at least 45 per cent are Tier II, III. “Cotstyle shall continue to focus on these ever growing areas, where the growth potential is going to be very significant in the near future. We also plan to launch Cotstyle in the Middle East, Nepal, Sri Lanka and South Africa in the coming financial year,” states Patodia.
