Just I to Scale up Presence, Add Two Stores Every Month

Uncertain times present their share of opportunities and the recent economic downturn did the same for Ahan Apparel, makers of the casual clothing brand ‘Just I’. Just two years old and the company already speaks of a total turnover of Rs 20 crores as of today. Surpassing

the economic turmoil with ease, the brand is just one of those success stories that got bigger and better deals during the downfall. Arvind Gupta, Director, Ahan Apparel explains “We came up in 2008, which was the year of crisis. We adopted new technologies and strategies when everyone was pessimistic or stopping expansion plans. In the second half of 2008, we launched our brand pan India. In a year’s time, we were across the country. Our aim is to have 100 per cent growth rate every year.”

The company has 250 MBOs across 11 states. Even thought they are present in Pantaloons, they are not into large format stores in a major way. They soon plan to cover the Punjab, West Bengal, Orissa, Chhatisgarh, Rajasthan and Maharashtra. “We are among the few brands that are present in the Indian navy canteens. They give us roughly 250 to 300 sq. ft. space. It’s like a large format. We are in Goa and should be in Mumbai and Kochi soon. In a year’s time we should be everywhere,” says Gupta optimistically. Meanwhile, the brand is also contemplating a women’s denim line. “It will be a complete women’s denim brand. We are not thinking of kids,” says Gupta. The brand also comes up with accessories, every season.

The company follows two retail methods. First, it appoints a distributor to a state and second, it appoints an agent to a state. The brand already has four EBOs, one each in Mumbai, Jodhpur, Raipur and Patna. “Our stores range from 250 to 500 sq. ft. These are partly company-owned, partly franchisee. This year we plan to open two stores every month. The first will be at Kota, which will be around 1,100 sq. ft. and then at Bhubaneshwar, which will be 1,050 sq. ft. store. Stores will also come up in Puri, Ferozepur and Nashik,” Gupta informs. According to Gupta a store ranging from 300 to 500 sq. ft. requires an investment of Rs 12 to Rs 15 lakhs and a store close to 1,000 sq. ft. requires Rs 25 lakhs.

Primarily a denim brand, Just I makes denims, shirts, T-shirts, smart trousers et al. It’s a complete casual clothing company. Targeted at the mid-priced customer, the brand has a youth-oriented focus. “We give our customers value for money. The concept of discounting is widespread in our country. So whoever gives value for money will be a winner,” Gupta says.