DYFI: Ready to launch a women’s denim line next

DYFI the jeans wear brand from Shri Laksmi Cotsyn, a part of Shri Lakshmi Group that was introduced after a test launch in Autumn/Winter 2010 is already giving stiff competition to leading denim brands. And now, after completing a successful

year with its men’s line DYFI is getting ready with it women’s line to be launched in Spring/Summer 2013. Also on the agenda is a special line for men. Sanjay Gupta, President, DYFI says the brand’s positioning is “Let fitness be your lifestyle, that is, one needs to be fit to wear our garments. Hence, the name: Do You Fit In,” E-retailing too would be pursued aggressively and is expected to contribute 40 per cent to the total sales.

The brand DYFI kicked off its retail journey with the opening of its first exclusive store in Delhi. And within a short span it has launched six more stores in North India. Commenting on the brand’s retail drive, Gupta says, “In the first year, we intend opening 12 EBOs and by the end of fourth year, we would have 60 EBOs. We are also targeting 1,500 MBOs and four LFS by the end of second year.” The EBOs are franchise owned and serviced through distributors. “Every distributor has target to open and operate three EBOs to sustain their business since we plan to have 25 distributors, we expect 60 EBOs can be achieved much before the targeted time.”

DYFI’s product portfolio for men include jeans, casual shirts, tees, shorts, pants, cargos, pullovers, jackets and accessories like belts, caps in the price range Rs 399 to Rs 1,799. The brand is aimed at the youth aged 12- 40 years. “We did not want to sell just garments; we wanted to sell attitude along with the garment and hence wanted to promote fitness lifestyle,” opines Gupta. “Our main focus is on Tier II, III cities only through distributors and franchisee. Initially, the focus is to consolidate networking in north India.”

Shri Lakshmi Group started its journey with manufacturing of shirting and suiting and gradually broadened its product basket to include an entire gamut of textiles. The list comprises of denim fabric, home furnishing (under domestic brand – Weaves), garments, quilted fabric, embroidery fabric, fusible interlining fabric under the brand name Star Track, technical textile fabric, bullet proof jackets, high altitude fabrics, zippers, ballistic products and armoured vehicles. Shri Laksmi Cotsyn that launched the DYFI brand has commissioned state-of-the-art garment factory at Roorkee with an installed capacity of 6.6 million pieces per annum. Gupta sums up by saying “This is our first year in market we have targeted a turnover of Rs 20 crores and billing value and Rs 40 crores at MRP.”