No Error to offer complete wardrobe range for women

Having carved a niche with its denim offering, No Error Jeans has now chalked out an aggressive plan for expanding its product basket and increasing distribution network. It's looking to spread to newer states, while building production capacity. Naresh N Varwani, Director,

Ramesh Traders the force behind the brand, is optimistic about the forthcoming season. His optimism lends from the fact the No Error Jeans did good business with 50 percent growth in the last season. The company was able to reap rich dividends from its fashion denim line along with its offering of coloured and cotton pants, printed pants and jeggings and casual chiffon shirts.

Enhancing retail footprint

The company has distributors in almost every part of India and the brand is present in Chattisgarh, Assam, Jharkhand, Gujarat, Maharashtra and Shillong. In Maharashtra, it has agents and retails through 1,300 MBOs and one EBO located in Mumbai. “In the next one year, we plan to open 10 EBOs in the state at an investment of Rs 20 lakh. At least five, out of these will be company-owned. The stores will come up in Mumbai, Kalyan, Bandra, Borivali, Dadar, Vashi and Thane. Next on our agenda is Delhi and Punjab,” informs Varwani, elaborating on retail expansion plans.

By Diwali, the brand will also be launched online with a few retailers. Varwani feels that online retailing will help in establishing brand presence. “Challenges of e-tailing business include maintaining stocks, discount strategy and logistics. Yet, we have to be ready for only 10 to 20 percent returns because fit is a major issue among women. In MBOs, this problem doesn’t exist. We try to address the fit problem by using Lycra blended fabrics,” he asserts.

Innovative product basket

No Error was launched as a denim brand six years back. Now it offers bottom wear, priced between Rs 999 to Rs 1,999. “We offer jeans, capris and casual trousers. Then there is a collection of shirts priced from Rs 699 to Rs 1,499 in cotton, chiffon, georgette and imported fabrics. We plan to launch T-shirts, knitted tops, evening gowns and midis. Evening gowns and midis will be priced from Rs 1,000 to Rs 5,000. We want to cater to the complete women’s western wear market,” Varwani explains.

In women’s wear, he says, colours have moved from fluorescent to basic earthy shades like cream, fawn, and beige but in denims, only blue is in demand. No Error has introduced cotton and synthetic tops in fabrics like polyester, chiffon and georgette and tunics in 100 percent cotton.

The company has a factory in Mumbai spread over 3,000 square foot. The production capacity for denim is 15,000 pieces a month and shirts 5,000 a month. “We have plans to increase production capacity to 30,000 denim pieces per month. Meanwhile, we are also building another factory spread over 8,000 square foot,” avers Varwani. He foresees a turnover of Rs 25 crores with an expected growth of 50 to 70 percent. Last year, the company was able to book around 15,000 pieces at the CMAI garment fair and this year, it expected to book 25,000 pieces apart from partnering with new customers.