Duke: Aiming for a global appeal

Aiming for a 35 per cent growth in business, Duke, the Ludhiana-based casual wear brand, is targeting a turnover of Rs 300 crores in the next two to three years. Kuntal Raj Jain, Director, Duke Fashions, avers, “We feel this target is within reach

and given our strong growth we should be able to achieve it without much difficulty.” With a huge product portfolio of T-shirts, lowers, Bermudas, value packs, shirts, denims, trousers, lounge wear etc, the brand caters to young people 13 and above. And for the forthcoming autumn/winter the brand will be offering colorful T-shirts, jackets, sweaters, tracksuits, thermals, sweatshirts, shirts, trousers, denims, accessories etc. These are fashionable, casual and sporty with a strong streak of adventure.

Recently the brand launched its sportswear range inspired by international designs and styling. It consists of T-shirts, shorts and lowers made from fabric which is amazingly breathable and has a moisture management system. It absorbs sweat and dries very quickly which is ideal for any physical activity. The new collection boasts of an exciting color combinations. “Keeping in mind the Indian climatic conditions and to keep the freshness intact, the cloth has been treated with special sweat absorbent technology thus making one feel fresh and active all through the day,” says Jain.

Jain feels India as a whole has great prospects. The entire country is riding on a wave of optimism. Consumers have the money to shop and brands are seizing this opportunity. “We feel every city has almost unlimited retail prospects. Small towns have a bigger conversion ratio than big towns. And we expect this trend to accelerate in the future.” The brand has a presence across India and reaches every nook and corner. It has a significant presence in smaller towns and its growth strategy includes an enhanced presence in these areas. Jain explains, “For every type of consumer we have a product. In fact, we have a series of value packs in various combinations and attractive styles. We also go by prevailing fashion trends, and modify them to suit local tastes and preferences.”

Exploring new avenues of organized retail is Duke’s major strategy. It has a presence in 3,000 MBOs, 265 EBOs and 14 large format stores all over India. Jain adds, “We are in the choicest of locations. We make sure that wherever we are, our products are displayed in an attractive and convenient manner so that our customers can shop without hassle.”

Their aim is to make Duke products as contemporary as any international brand. They want to be termed as an Indian multi-national brand. Keeping this goal, Duke is now diversifying into many segments. “We are exploring newer formats of organized retail as we feel these will give us good dividends and enhance our bottom lines.” The brand is foraying into the sportswear segment and exploring new export markets. With the help of its exhaustive advertising and promotional campaign, the company has entered the markets of UAE, Sri Lanka, Nepal, Bangladesh, Jeddah etc.