O-live aims for bigger play in domestic market

O-Live, the casual shirt brand from the house of Maitree Exports, is poised to take off across the country as it is upbeat about its success story thus far. A brand for young people and according to Anil Bharadwaj, Partner, Maitre Exports, “Even if a 40-year-old

feels he is young then he can wear O-Live garments as we don’t intend to be to rigidly age specific. However, our main focus is on college boys, the young generation that likes the casual look much more than any other segment.”

Even though their prices are very affordable, Bharadwaj, however, foresees a 15 per cent hike in prices due to the recently introduced excise duty on branded garments by the union government. Meanwhile, O-Live is now diverging into ladies’ wear, but mainly for export purposes. This winter, O-Live will feature a full portfolio of winter wear for ladies as well as tops and innerwear. However, it is undecided whether it will introduce it to the domestic market this year or just stick to exports with the ladies’ range, which would be western wear only. By the end of 2012, the brand hopes to have a domestic presence with its ladies’ wear.

This year, according to Bharadwaj, “Checks are being used to the extent of 50 or 55 per cent for our brand, and stripes and plains account for 15 per cent each in shirts. I am using some light weight denim also in shirts, especially for the spring and summer season. However, I find that checks sell better than any other pattern among males. For the summer, we have used an inter-play of light and dark colors, creating vivid check patterns.”

Bharadwaj says, “In terms of percentage, my turnover has surged 100 per cent. Earlier, I was into exports and as I am seeing after the global recession exports are also opening I am planning to open stores in African countries too.” O-Live prides in its ability to respond to changing tastes for casual shirts frequently. Bharadwaj said, “Earlier there was the fashion of two pocket shirts and now there is the fashion of one pocket semi casual or semi formal shirts. This shows we turn very fast. I manufacture shirts in the factory and develop styles every day. Fashion has to change regularly as it’s a dynamic factor.”