Arriving from the shores of Singapore, the casual wear brand Crocodile has had a promising year in India. It now aims to provide total men’s wardrobe solutions and is looking at bringing its premium line of knits and wovens and sportswear
apart from the regular casual line. As Sundar Rajan, Managing Director, Crocodile Product, informs, “We are reintroducing the undergarment line of vest and briefs as well. The gym and active line is something that’s still unexplored.” The brand’s portfolio consists of T-shirts, shirts, trousers, denims, briefs and vests. Crocodile offers 100 per cent cotton casuals. The brand’s autumn/winter 2011 collection begins with a travel-inspired line of stitch details and graphics explored on shirts and knits. The color palette is dark tinted brights with faint hints of brown which transform to a richer palette of prunes to complement the festive season. Rajan says late winter is welcomed with a mood of celebration and music showcasing graphic and a color loaded collection.
He believes the potential market for accessories is huge and they have just started exploring it. In the coming years this business shall contribute around 10 to 15 per cent of the total turnover. Also for the forthcoming season Crocodile has made some value additions in terms of designing and fabrics like wrinkle free trousers, linen shirts, mercerized T-shirts and imported cotton shirts. According to Rajan style and trend forecasts for the next season are narrow collars, simple styling with prominence given to hand feel, patterns and colors. The collection depicts international trends customized to Indian requirement and lifestyle. Comfort with style is the driving factor.
With a presence in around 400 MBOs and 25 EBOs, the brand is now looking at expanding in all the markets across India. Rajan says, “We are with three Central outlets and four Brand Factory outlets (two in Bangalore and one each at Hyderabad and Ahmedabad). As a result our sales have increased gradually over the past three months.” Talking about the unexplored market, he says, “We feel the West has a lot of potential and that markets like Gujarat and Pune offer a lot of scope, which we can exploit.” Crocodile will be having an online presence very soon. In fact, work on this has already begun. Rajan looks to the future with optimism. “The brand is aiming for a turnover of around 95 to Rs 100 crores in the next two to three years.”
