Indigo Nation’s Goals: To be Rs 250 cr brand in five years

Indigo Nation was the first brand that was launched by Indus League Clothing in the year 1999. Having established itself in more than 10 years, it now aims to be a Rs 250 crores brand in the next five years. It was conceptualized to cater to the

‘young single male’. The brand came up with the contra formal for the mid 20’s, which broke the rules of the formal shirt by offering non-conformist attire formal by pattern and in informal cuts. “It was on the lines of our brand’s philosophy -- engineering obsolescence, which means erase the history and write the new. The mission was to create an iconic label for young single males,” says Datta Naiknavare, Brand Manager, Indus-League Clothing (Indigo Nation) highlighting the brand’s USP.

Positioned as a lifestyle brand, it caters to the formal as well casual and festive/ party needs to the young single mail. The product portfolio consists of menswear ranging from formal to casual to festive/party range. Elaborating on their plans, Naiknavare says, “In future, it will be a complete lifestyle destination for young single males. We have two collections per season -- summer and winter.”

Commenting on FDI in single brand retail, Naiknavare says, “Global chains like Adidas, Nike, Guess, which have either a JV or partnerships in India will have full control on ownership. However, if the Indian retail players are strong, these global chains can face strong competition to them. Moreover, India though influenced by western culture has its own cultural hold… and global chains can not pose a threat to such retail, which is highly influenced by the essence of Indian culture.”

He believes that by 2020, convenience will be the key. “All under one roof or shopping destinations rather than standalone flagship stores will be the order of the day. Online shopping will boom for products where tangibility or shopping experience takes a backseat over convenience. There will be an end of mass production and production would move towards the new paradigm of customization, personalization, intelligent production, logistics and distribution,” he adds.

Currently, the collections are retailed through 50 EBOs and over 200 MBOs spread across India. The brand is also available in the Middle East and plans to expand its reach overseas apart from focusing on expansion in Tier II cities through franchisees. The collection is also stocked on e-platforms like Myntra, Fashion & You, Future Bazaar and Snapdeal.com.