Dove: EBOs and new products in the pipeline

Optimistic about clocking a growth of 20 to 25 per cent in the forthcoming seasons, Dove Creations is looking forward to adding tops and loungewear to its product basket by 2013. As Director-duo, Manisha and Neeraj Jain say, “We are hoping

 for good sales since bookings have been positive.” Explaining further about the new product categories they add, “We recently launched a range in the junior wear segment and are already into woolens. Right now we make only bottom wear but plan to get into tops and lounge wear under Dove brand by summer ’13.”

Initially starting off as an Indian wear brand, the company gradually introduced Indo-western wear. “We launched Dove in 2005 and in the April 2010, we acquired a brand called Madrona. Under Dove, we manufacture ethnic wear and under Madrona, we offer our Indo western range,” elaborates Jain. The collection includes woolen kurtis, woolen tops, woolen coats, woolen pants, woolen tunics, mufflers, shawls and leggings. In woolen bottom wear, the range includes leggings, churidars, bandhgalas, jeggings, pants and pajamas.

“Offering quality products at reasonable prices is our company’s mantra and we stick to consistency in innovative designs,” Jain explains. Starting with a small corporate chain store, today the company has 450 dealers supplying to big retailers. Covering the northern region comprising of the states of Jammu and Kashmir, Bihar, Jharkhand, Haryana, Delhi, UP, Uttaranchal, Madhya Pradesh, Rajasthan and Chattisgarh in a span of five years, the collections are available with over 800 MBOs like C&M, Big Life Ritu Wears and six or seven Ludhiana direct factory outlets.

Apart from launching an e-commerce platform expansion in Tier II and Tier III cities is also on the anvil. As per its retail strategy, the company is now planning to step into Gujarat, Maharashtra and the south. “That means we will add at least 200 MBOs. In large formats, we supply to Lifestyle and Reliance Trends. Next year we will open exclusive outlets starting with the north in places like Delhi and Punjab,” Jain adds.