Mufti adding accessories line to increase reach

Mufti, the brand from Credo Brands Marketing is looking at increasing its product offerings. Sharing their plans, Kamal Khushlani, Director, Credo Brands Marketing said, “Currently Mufti has a product portfolio of shirts, T-shirts, denims, jackets,

sweaters, sweatshirts and belts. We are working on an accessories line and will roll out different products like deos, slippers etc. in a planned manner.” The brand is expecting a positive growth of 15 to 20 percent in the forthcoming season.

In keeping with its philosophy of leading the fashion space, Spring/Summer 2013 introduces fine fabrics in the casual space. Linen blends, textured fabrics in 80’s count yarn, dobbies, oxfords, fil-a-fils give a new twist to the casual shirt. The edgy fashion of the couture range continues high fashion offerings. Denim continues with its emphasis on high fashion fabrics and is supplemented by vibrant coloured denim offerings. The smart trouser range is increased this summer with a new slim cut high fashion offerings are concentrated in the Couture denim range.

“Mufti has also launched its premium dress-up high fashion range under the Mogul name as the true occasion wear statement. These shirts are exquisitely crafted from super fine fabrics in classic designs with amazing detail to make a grand fashion statement for any dress-up occasion,” elaborates Khushlani.

In 1992, Kamal Khushlani started manufacturing men’s shirts under the label Mr Mister. Recognizing fashion as the core strength of this fledgling brand, many boutiques deemed this startup label fit for their shelves. Realizing its true potential, and that of the market, the brand decided to move into overdrive and in 1998 brand Mufti was launched. States Khushlani, “Mufti aims to attract the self-assured customer who desires to make a fashion statement reflecting his own distinct persona. Brand Mufti is meant to help a customer actualize his need. Mufti believes in the philosophy that fashion that is just right for the time, does not need to be oversold, just presented. True fashion is never old, dies young and is reincarnated as another young manifestation.”

Mufti has always believed in innovative advertising along with creating innovative design. The current campaign, reflects a global Indian who is confident, self-assured and willing to experiment and step away from the herd mentality.

Commenting on how brands can survive in a competitive market, Khushlani says, “Although the growth of the Indian market has been slower than expected, in absolute numbers the market has expanded at a healthy rate. Both foreign and domestic brands will have to do some introspection and focus on their strength to thrive in the Indian market. Brands today cater to an ever expanding market and if they can remain true to their brand values, they will continue to consolidate their place in the consumer’s mind and achieve loyalty of its target audience.”