Dixcy, Salman Khan team-up for brand and movies

Dixcy Textiles the innerwear maker of brands like Dixcy Scott is planning to push its retail network and increase visibility to get a larger market share. And Dixcy Textiles plans to do this with an IPO which will help them raise funds for EBOs in Tier II cities.

“We have 50,000 to 60,000 retail points. These are hosiery shops. We are going to approach MBOs, and in a couple of months we will be in MBOs nationally. We will approach large formats too. We will go in for an IPO, after that we will open our own branded shops in Tier II cities. We may opt for the franchisee route but the stores will not be more than 1,000 sq. ft.” says Rahul Sikka, Director, Dixcy Textiles.     

Dixcy’s product range is varied. It has a parent brand which is innerwear for men, women and children. They also have a brand called Dixcy Thermals, where they make quilts for winter wear. Moving ahead they have Dixcy Scott (a sub-brand of Dixcy) started in 2004. It has grown and now is a premium innerwear brand. Seen as a masculine brand, in Dixcy Scott they do boys’ and men’s fashion innerwear. It has hipsters for men and fashionable briefs made from the finest cottons and lycra. They also have a brand called Dixcy Josh catering to the economy class. In addition they have an outerwear brand called Higgins where they make casual wear for children, men and women. It has tracks, shorts and T-shirts for men. For kids it offers shorts, capris and T-shirts.

Interestingly, ‘Bollywood’s He Man’, Salman Khan is the brand ambassador for Dixcy. Sikka says Salman Khan is the best brand ambassador one can ask for in the inner wear category. “One needs to have the perfect body to flaunt and he has the perfect body and the personality. He gels well with the brand.”  The company now plans to promote Khan’s latest flick Dabbang. “Our promos will start soon. We will also do something for another of his movie, And you may also see something on TV soon. We have already launched a TVC. It’s also on You Tube. It has Salman Khan,” Sikka informs. On his part, Khan personally goes through the selection and they jointly decide on the styles to be highlighted. “After mutual discussions, we have gone ahead with a collection. The collection which is going on right now is more or less his signature collection. In future, we may develop a line especially for his movies, such as a Dixcy Scott Ready collection,” Sikka says optimistically.

Meanwhile, Dixcy is planning an IPO for the next financial year. “The papers to be submitted to SEBI are in process. We are getting advisory from various quarters. This IPO is meant for expansion plans. We are also constructing a mega sized unit in Tirupur -- about half a million sq. ft. We are integrating and consolidating the unit. So it will give us better scales, better margins and better realizations,” Sikka sums up. Last year, they had a turnover of Rs 200 crores and this year they will be clocking in between Rs 250 to Rs 275 crores.