Enryca aims to be an international product at Indian prices

A part of the Black Tulip Group, Chemi Clothing Culture, makers of the brand Enryca, a mid-premium youth casual wear brand, which prides on its Swiss connection, is all set to launch its new spring/summer collection in territories previously unexplored by them. Targeting

youngsters who prefer something nice and casual instead of loud, the spring/summer ’10 collection would also be launched in the western region this year.

“Having started off in the south we would now be exploring the regions of NCR and Maharashtra. In Maharashtra, we have finalized our distribution and plan to start off retail activity. Then we’ll touch Delhi. We are taking one region at a time because in India each market behaves differently,” says Sanjay Ray, General Manager Sales and Marketing, Chemi Clothing Culture. For example, what sells in the south may not be as effective in the north. Today, the key areas are Delhi and NCR, Chandigarh, Ahmedabad, Mumbai and Pune and the brand wants to be there in all these places.

The company today has almost 72 points of sales in the south alone. It is present in Andhra Pradesh, Kerala, Tamil Nadu and Karnataka. The brand follows a three pronged strategy of traditional retail, large formats and EBOs It is also there in almost all the Centrals, which is pan India. They soon plan to get into Globus and a couple of other retail chains. By the end of this year, the company plans to add around 10 EBOs to their kitty.

Meanwhile, Chemi Clothing Culture plans to market its brand internationally as well. “Primarily we will cover the Middle East, which is our forte. Then there is the Horn of Africa, which consists of Egypt, Kenya, and South Africa. We are also looking at Sri Lanka and Malaysia. We would be giving franchisee rights and some people can open EBOs,” says Ray. Once they understand the market and gauge the reactions, they will take up distribution. “The plan is already in operation and before the year ends one would probably hear of our international success,” Ray explains.

Enryca caters primarily to three categories — denims, shirts and Ts. It’s cashing in on the casual wear segment in India, which according to Ray is roughly around Rs 12,000 crores and is growing at an average of 20 per cent a year. By end of 2010-11 the company aims to touch Rs 15 crores. “As a brand we are sharply positioned and our USP lies in giving an international product at Indian prices. Since the start we wanted to be at least 25 per cent cheaper in product offering than other international brands in India. In the first two years of our operation we plan not to be aggressive about discounts. Instead we would like to build a strong foundation, align ourselves with good distributors and market requirements.