Just I, looking for bigger play in smaller towns

Positioned as a mid-segment lifestyle brand that offers urban fashion at value-for-money prices, Just I from Ahan Apparel aims to become the most preferred brand for the global Indian. Sharing their plans, Arvind Gupta, Director, Ahan Apparel says,

“We want to reach out to maximum Tier II, III cities. Moreover, we will also have new and innovative formats of business by next year apart from entering the fashion accessories business.”

Commenting on what distinguishes the brand from other players, Gupta says, “We design fashion in such a way that it stands out with the value for money concept. Bigger national players are at least 25 to 30 percent more expensive with the same kind of inputs. We have seen customers of international or national brands switch over to us.”

The brand which has youth on its radar is present in 500 MBOs. The number is expected to go up as just i is planning to add 100 to 200 MBOs this year. Gupta explains, “In retail, we are moving from bottom to top. Rather than metros, our focus is on Tier II, III and IV cities. Kota is a Tier II or III city so are Asansol, Durgapur. Towns like Itchalkaranji or Sangli are probably Tier IV, so we are focusing more on the bottom of the pyramid. As the brand grows, we would be with major large format stores in two to three years.”

The range offered under just i consists of men’s casuals -- from shirts, tees to jeans, corduroys and accessories. “We began with denim and now are known for shirts as well. From this year, we will be very aggressive in T-shirts,” he adds.

Summing up on a positive note, Gupta says, “We are looking at 2013 as a year of change. We see a lot happening this year and have crossed 50 stores, which is an achievement in two years’ time. By mid 2014, we hope to be in 100 stores in all retail formats.”