Neva plans new labels and exclusive outlets

Enjoying 25 percent share of the Rs 250 crores branded thermal wear market, Neva has become synonymous with the category. With a turnover of Rs 125 crores, the company is aiming for growth of minimum 20-25 percent year-on

-year. To achieve this, it plans to launch two new lines apart from opening EBOs.

Exploring

new product categories

Vishal Jain, Executive Director & CEO, Neva Garments says, “Neva is going to launch a new line of theme-based T-shirts in the coming season under ‘Live Free’ label. Sensing the requirement of the mass market, we are going to introduce a new brand ‘Esancia’ comprising of a range of innerwear, active wear and thermals. On the retail side, Neva now plans to foray into EBOs in different cities.”

Neva’s new theme-based T-shirts under the brand name ‘Live Free’ will be focused on wellness. “It is not only a T-shirt or a garment, it’s a buddy. When one is low, sad or upset, our products act as a buddy. They mentor, guide and put a smile back on your face,” Jain says, adding, “To reach out to the casual wear bracket, we offer the Live Free label in fine cotton T-shirts for youth.”

Neva was the first to introduce quilted thermal innerwear in India. This was a big step towards capturing the thermal innerwear category. It sold more than two lakh garments in the first year itself and now sells more than 30 lakh quilted thermals in India. Neva has also introduced Neva Mod wool, Neva Esancia quilt, Neva Mod quilt, Neva Velveti, Neva Maxx Esancia and Neva Pep thermals for all age groups for winters. The portfolio also has a winter active wear range like full sleeve value pack, track suit, under jacket, sweat shirt, sweater & jackets and track pants.

“We also have an innerwear range for the summers under Neva Pep and Neva Maxx. Our active wear range consists of racer vest, gym vest, muscle tee, bermuda, boxer, track pant, T-shirts and value packs for men and women,” says Jain. Neva’s lingerie collection comprises of a wide range of panties and camisoles with three different sub brands Neva Mint, Neva Miss and Neva Mod.

More exclusive outlets in the offing

After getting a positive response for its factory outlets in Ludhiana, Neva is venturing into other cities in Punjab, Haryana, Jammu & Kashmir, Rajasthan, Uttaranchal, UP and Delhi. “Neva is entering into retail showrooms by either self-managed or franchisee model. Also it has plans to open 50 new stores before winter in Tier II cities. Stores would be opened on high streets with good footfalls,” Jain informs.

As of now, Neva is present in 10,000 retail points and 75 EBOs. “Every month, we have a target of adding two to three more. We are in Lifestyle, Pantaloons, Shoppers Stop, Central, Biglife Ritu Wears, Reliance Trends, Easy day, SRS, C&M and ecommerce platforms like Homeshop18, Snapdeal, Flipkart and Bagittoday. We are at every large format store, in their name or our name,” he adds.

Neva has strategically decided to foray into large format stores and multi branded outlets. As the portfolio of products is increasing rapidly, it is considering showcasing the range in multi branded stores through a special counter. “The response through online platforms has been encouraging and we are looking to tap more sales online through other sale/purchase sites, B2C, B2B or our own website,” Jain sums up.