Juliet to launch maternity wear in October

Juliet Apparels, a leading women’s lingerie, sportswear and knitwear manufacturer, has drawn up major expansion plans. This includes adding more products and setting up a mega production township in Gujarat. The ultimate aim

is to become a top lifestyle brand both in the domestic and international markets. With international brands of women’s wear having entered the Indian market, the sector is growing rapidly. Given that the ratio between unbranded and branded is around 60:40, the company wants to cash in on it.

The brand does not have any exclusive stores as they see growth coming from the MBO format. “With the kind of growth and progress that we have mapped for our brand, soon we are going to propose an IPO for Juliet. Till we satisfy the domestic market, we won’t venture into exports, which will take at least two years. But when we do venture into exports, we will first go to Europe,” says Trevadia.

Juliet Apparels claims to be the only Indian company to make everything in women’s wear except saris. The brand is planning to launch a range of maternity wear by October 2010. The new range will have denim trousers, T-shirts, shirts and kurtis. The company feels there is a huge vacuum in the maternity wear market as compared to the international market for new-generation mothers.
“We would be the first brand to give such a big wish list to expectant mothers. We will start with 10 to 12 styles and it will be reasonably priced because a woman won’t be wearing them for long,” he says. At the moment they are creating awareness about the brand through ads and in-store branding.

Juliet Apparels is also finalizing plans of creating its first factory township in Gujarat. It will be set up on 60 acres land with the factory itself spread over two lakh sq. ft. The company which currently makes five lakh pieces of women’s inner wear alone besides other products will soon be expanding production with the aim of becoming a premium lifestyle brand.