Enryca to introduce women’s ethnic wear

Men’s wear brand Enryca which was introduced in India in 2009 by Chemi Clothing is chalking out plans to introduce women’s wear by next autumn/winter. The new line will be ethnic wear under a different brand name. Talking about the brand’s success,

Bakruddin Azeez, Director, Chemi Clothing (Enryca) says, “Our turnover is Rs 25 crores and we expect to touch around Rs 75 to Rs 100 crores in the next two to three years. We will allocate 25 to 30 per cent of our turnover for retail expansion.” The brand is present in six EBOs other than MBOs and large formats. Adds Azeez, “We have a pan-India presence, especially in Kerala, Tamil Nadu, Maharashtra, Andhra Pradesh and UP. Now, we plan to expand our retail network. In marketing, we are looking for the right partners.”

Enryca shirts are priced between Rs 790 to Rs 1,490. T-shirt range is from Rs 390 to Rs 890 and denims are from Rs 1,190 to Rs 1,890. Talking about the autumn/winter range introduced recently, he explains, “We added a new sports category of premium shirts mostly in imported fabrics. For denim and cotton trousers, we have used canvas fabrics and the denims are given heavy washed effect. Then styling elements like cut and sew at the thighs are added to give a distinct look.”

Enryca makes 30 per cent core and 70 per cent fashion denims. Azeez explains, “We don’t do over dyed stuff, though a percentage is dedicated to coated denims and coated fabrics. Today’s consumer prefers subtle styling and little details with a neat washed look. Internationally flared jeans have a double waist band and multi toned fabrics are used in the fashion denim market. It’s all about changing your dyes and chemical mixtures. But in India, it’s about a neat look with sand wash and hand scraping, whiskers and a little distressed effect.”

Pointing out the difference in preferences in India and abroad, he says, “Globally, youngsters want new fashion and so experimentation goes on all the time. They try to explore the extremes. On the other hand, people in India don’t really appreciate innovations. It takes time for them to adjust.” As far as styles in casual trousers are concerned, it’s flat front with small detailing. Linen trousers are a bit expensive but Enryca has plans to add them to its product portfolio in the future.

Azeez feels the denim market will continue to grow for the next two to three years. “There would be a growth of at least 15 to 20 per cent, but we have to improve our knowledge of washing,” Azeez concludes.