In keeping with its USP of being a casual lifestyle brand targeted at the youth, Mumbai-based Meybuen United Lifestyles -- a high-tech and innovative fabric design studio – is launching a women’s range. It will have formal shirts, trousers,
shoes and sunglasses, a restaurant chain for casual dining, a line-up of corporate gift items et al. As a business strategy, it will also be tying up with corporates and gifting products such as mugs, cups, jeans, T-shirts, watches named under their brand as a corporate deal. As a predominantly men’s brand, it will also be introducing a new range of casual and party wear shirts, casual trousers and simple plain shirts in good fittings.
The brand recently launched a wide range of apparels and accessories with interpretations of positive and religious messages and motifs. In the first phase, it introduced a wide range of T-shirts and denims. This line has been introduced to fulfil its corporate social responsibility by highlighting secular messages, while donating part of the proceeds to charity. Targeted at the youth, the new T-shirt range has thought provoking messages like “Hum sab ek hain” and “Har dharam ek hai”. It also provides specialised value-added services including customised T-shirt printing. The company also fulfils corporate social responsibility with proceeds of Rs 2-3 for every sale of T-shirts or other products to an NGO.
“Anything that comes within lifestyle concept will be introduced be it a watch, a leather belt, a leather bag or even a carry bag. I want my brand to be the number one in India. We want to bring in new styles of sunglasses and we will get it outsourced. So far we don’t have our own units. We will begin with formal shirts and trousers. Sunglasses will be the next target. Leather products will follow next—maybe leather shoes, leather bags, leather belts,” explains Sarath Krishnan, Founder Director, Meybuen United Lifestyle. In Mumbai, they are targeting around 500 MBOs for this financial year. In large formats they are looking for shelf space but exclusive shops are not in their concept. Krishnan says he has already captured Mumbai, now is targeting Pune, Nasik and some places in Gujarat.
The company is currently working on the logistics of going into e-retailing, which will be started soon. It is also exporting its products to nearby countries such as Malaysia and Indonesia. As a part of its promotional initiatives, it will have product launches across various Indian cities targeting distributors and retailers while looking for sponsorship help and targeting all kinds of promotions with the youth brigade.
