Indian Terrain grows 32 percent with new store launches

Indian Terrain, the premium casual wear brand has clocked in 32 percent growth with the infusion of new stores. Recently, the company opened three new outlets in Dwarka, Pitampura and Lajpat Nagar areas

of New Delhi. And it’s looking at opening four more stores this quarter and another 10 in the next. The brand is distributed to 500 MBOs, 147 large formats and 97 exclusive retail outlets.

 

New stores

boosts growth

Talking about the expected growth Amitabh Suri, Chief Operating Officer, Indian Terrain Fashions says, “We are expecting a 20 percent growth in our khakis and winter wear collection. Khakis are always strong in sales and based on last year’s trend, there is a big demand for our winter collection. Consumers are purchasing smart casual clothing instead of formals or denims. At the retail level, sales have been very encouraging since April. Our like to like figures have gone up by 12 percent. Indian Terrain has grown by 32 percent with the infusion of new stores.”

 

Suri says, this autumn/winter season is all about the cotton washed vintage look and garment dyeing. Layering is the new trend. Washed cotton jackets, cardigans and waist coats are the wardrobe staples. Similarly, slim silhouettes are popular this season, so are layering and vintage concepts. The brand plans to launch a new line of cotton jackets and denims.

 

Talking about the falling rupee and its impact on purchasing fabrics and selling rate Suri says, “At Indian Terrain, we import our fabric from the Far East. The idea is to give consumers, the best quality fabrics money can buy. The increase in prices will be more predominant in the Spring/Summer 2014. The impact of economic slowdown has affected our business as well. Sales are slow at the moment however, Diwali bookings look optimistic. Post Diwali, there might be a slump in sales.”

 

Hi-tech

manufacturing processes a big plus

To ensure best quality products, Indian Terrain has a robust manufacturing process. “On receipt of the fabric the quality team conducts an audit. After that, there are three stages Cutting, Sewing and Finishing. At the end of each stage we conduct multiple audit checks .Before the finishing stage the clothes undergo a garment wash, either garment dye or non-garment dye,” says Suri.

 

The brand uses a G2 washing machines which uses no water or chemicals. It works on Nitrogen gas. This machine helps soften the fabric and help it to achieve the right in tone. Nearly, 80 percent of the products are manufactured in house. The rest is outsourced. The brand produces approximately 3,000 pieces of garments per day.

 

It may be recalled that the brand has recently launched its online store. It sells nearly 220 products that includes T-shirts, winter wear and trousers. As a part of its marketing strategy, the company is spreading a word through Facebook and various social media sites, which will be expediated in the next few weeks and will only be using digital medium for marketing.