Indigo Nation ties up with ‘Besharam’ for trendy collection

Indigo Nation the brand from Indus League Clothing, has teamed up with ‘Besharam’ the soon to be released Bollywood flick starring current sensation Ranbir Kapoor for a trendy new collection. The new range was unveiled at a glitzy

fashion show in Mumbai recently.

More on the new

collection

Elaborating on this exclusive tie-up, Rachna Aggarwal, Chief Executive Officer, Indus-League Clothing says, “Indigo Nation is a young, edgy brand where we dress up the Indian youth. And we feel that there is no better choice than Ranbir Kapoor who personifies the Indian youth today. He is the protagonist in the movie Besharam and we feel his representation in the film matches with that of Indigo Nation’s brand identity.”

Ranbir has donned 24 new looks in the film, and the brand has taken inspiration from these looks to launch the collection. The Besharam collection, inspired by the cool, edgy, bindass Ranbir look includes tees in bold, bright colours, shirts in multi-coloured geometrical or edgy prints, cool ‘shackets’ and camouflage jackets, banana fit denims and much more. It is priced between Rs 799 and Rs 9,999.

Indigo Nation’s collection sports four looks: work look, club look (a kind of a party line), casual look and the street look. The last is a new addition introduced this season. Adding further on the product range, Aggarwal says, “We feel that accessories are a high growth area and in Indigo Nation we are doing some amount of belts and socks. This is one category we would be focusing our energies on and adding more products in the near future.”

Retail plans for Besharam collection

The new collection will be available at all Indigo Nation EBOs as well as Central, Pantaloon and Reliance Trends stores. Indigo Nation has 40-50 stores currently. “We also sell Indigo Nation at about 200 MBO's in India,” explains Aggarwal.

E-commerce is a very small percentage of the brand’s business but it is witnessing growth and the company believes it is the future of retailing in India. “We are investing and closely tracking that space. We are already selling through most the online sites. With Indigo Nation, we are operating through our website also Indigonation.com, where we are offering the Besharam.in collection. We have already started getting huge orders for the merchandise. It’s been a good start since the time we rolled out our ad with the movie,” avers Aggarwal.

The festive season has started on a good note for the brand. “Business in the east is very good where the Durga Puja shopping has already picked up. And if we take this as an indication, then we hope there will be a good festive season ahead,” she concludes.

Indus League has now merged with Future Lifestyle Fashions and is looking at a growth rate of 20-22 percent this year.