Indian Terrain stepping up Tier II, III retail expansion

Leading premium casual wear brand for men, Indian Terrain is looking at strengthen its network in emerging markets of Tier II, III cities. The brand is planning to have a deeper and wider penetration across the length and breadth of the country by launching at least 120 stores by the end of this year

apart from growing through the large format stores in a strategic tie up.

Small cities, big markets

“There is a deep penetration of all retail channels in metros, so business is driven by metros and Tier I cities. In Tiers II and III, we are adding to the width of the brand

offering. The brand is planning to focus on expansion in Tiers II and III cities, as they are big growth markets,” explains Amitabh Suri, Chief Operating Officer, Indian Terrain.

The brand is looking at expanding its presence in the eastern part of the country in cities like Patna, Ranchi, Kolkata , Asansol , Guwahati, and Bhubneshwar. Indian Terrain is also consolidating its presence in south India in the Seemandhra market in like Vijaywada , Guntur, and Rajamundry. Currently, the brand retails through more than 1,000 retail points and apart from online stores.

Having launched its first store in September 2000 on TTK Road, Chennai, today Indian Terrain is a preferred choice for premium casual wear among men in India. In its initial years, the brand had focused on expansion through large format stores. However, soon after that the brand penetrated further through multi brand outlets. Today, Indian Terrain has a presence in large format stores like Shoppers Stop, Globus, Westside, Central, Pantaloons, and Lifestyle. It also has a wide spread distribution network in Delhi, Uttar Pradesh, Punjab, Haryana, Himachal Pradesh, and Rajasthan. The brand also has a strong presence in Maharashtra, Gujarat, Tamil Nadu, and Andhra Pradesh as well. Indian Terrain retails through 750 MBOs, 175 LFS, and 110 EBOs.

Wide range to suit all tastes

Catering to the style conscious men in the age group 25-45 years, the brand offers complete casual menswear wardrobe consisting of shirts, trousers, T-shirts, shorts, mufflers, knitwear, jackets, denim, boxers and socks. Although Indian Terrain initially manufactured only shirts and trousers, today it offers a wide range of work shirts, cotton trousers, denims, polo T-shirts, as well as fashionable sweaters and jackets for winter. The brand unveils four collections each year. With fast fashion becoming the need of the hour, the brand is also looking to expand its product portfolio further by launching accessories.

The brand recently unveiled its Autumn/Winter 2014 collection highlighting tonal ensembles with innovative fits and finishes. Indian Terrain’s linen shirts, khaki trousers, and winter collection have received a positive response. Therefore, the company now plans to re-launch Indian Terrain Vintage Denims this winter. The three themes for the Autumn/Winter ’14 are: Ivy Diaries, Reclaimed, and Instagramed. With a turnover of Rs 225 crores, the company is looking at 25 per cent growth within the next few years.