Malo and Malls have kids in their horizon

V-Melo Apparel with two brands Malo and Malls under its belt caters to men’s inner wear and active wear segments. It is now looking at launching a kids’ range while concentrating on expanding its retail reach. “By 2013, we may have children’s wear

having similar product categories as we have for men like vests and briefs, track pants, bermudas and capris. We are also focusing on retail expansion and plan to venture into the east and west of India,” informs Paresh Rathod, Director, V-Melo Apparels.

The brand currently has a strong presence in the south, after the company forayed into these states one and a half years back. “Last year, Tamil Nadu gave us the highest percentage of sales. We exceeded the company’s targets by 200 per cent. The south gives us 50 per cent of turnover and the north gives us 50 per cent. Recently, we started exporting to Saudi Arabia as well,” Rathod avers.

While Malo was launched in the year 2000 with its vests and briefs collection, in 2007, Malls was launched to cater to the active wear needs. Commenting on the company’s aim of maintaining quality standards, Rathod says, “V Melo Apparels are specialists in the development and production of high quality underwear for men. The company was established in 2000 and stands today on par with the international brands of undergarments in terms of its quality.” The factory is equipped with state of the art Japanese, German machinery and equipments including high tech lab testing capabilities. Special care is taken in selecting the right kind of fabric for the products and every piece of inner wear is manufactured to give lasting and complete satisfaction to the customer. Integrated elastic weaving and fabric knitting along with carefully controlled fabrics dyeing and processing ensure consistently high standards of finished garments.

Brand Malo grew by 60 per cent in the first quarter of last year and expects to have a business worth Rs 250 crores by 2020.