Khushpree to opt for multi-channel retail expansion

While Khushpree’s junior wear brand launched recently is making a mark, its well known women’s wear brand Kushboo is already an established label. “Khushpree is an extension of our brand Kushboo. We launched Khushpree during Diwali 2013. The brand’s focus is on girls’ ethnic

wear for 3 to 16 year olds. We have cholis, churidar-suits, gowns and frocks under the product portfolio,” explains Yash Shah, Director, Khuspree.

Moving ahead, the company is looking at exploring all forms of retail, from large formats to e-commerce in order to establish Khushpree’s presence.

Looking for bigger retail spread

For now, the company is tapping existing sources where it is already doing business with its other brand Kushboo. “We are focusing on family stores where they have a kids’ section. We have a presence in around 1,000 MBOs all over India. This will eventually increase once we progress,” avers Shah.

Adding further, he says, “We have just started in the market and are trying to get a feel and establish ourselves. Once we are able to set our foot, we are eyeing aggressive growth targets of 30 percent year-on-year.”

Plans are also afoot to tap the e-commerce channel in the future apart from exploring large format stores. “We are not directly exporting but are in touch with clients who take the products from us and are directly giving to international markets. We are strong in Africa, Mauritius, UK and Singapore,” states Shah.

Brand’s offerings

Khushpree’s product range consists of churidars and cholis priced Rs 900 to Rs 2,500. In cholis, it also has a higher range starting from Rs 1,200 onwards to Rs 3,000. Elaborating on the offerings, Shah says, “What you get in the industry is very limited set size. Also they keep repeating the same designs. They do not have a very huge sample set. We don’t do bookings rather we have ready stocks and a huge sample set. We cater to all sizes and age grow-ups. This is the biggest advantage of our brand.”

The brand has around 200 designs in churidars and 75 in cholis and it is eventually building a portfolio by adding gowns and frocks. “In churidars and cholis we have party wear in a sober, simple look. It has a royal touch attached to it. In churidars, we also have a lot of cottons, aimed at the upcoming summer season. We have used a lot of handwork, threadwork,” Shah reveals.

The company has tried to price its product range keeping the current market situation in mind. According to Shah, the company has remained conservative in pricing to attract a huge customer base since the brand is still new.