Reliance Trends all set to revolutionize Indian apparel market

Reliance Trends the retail chain that offers quality and fashionable clothing at low prices is chalking out major expansion plans. According to senior company officials, with their incredible price offering, Reliance Trends is all set to revolutionize the apparel industry in India. With 16 stores

across the country, it now plans to expand to 155 by 2012 across 90 cities. Reliance Trends is the retail chain of Reliance Industries, India’s biggest corporate house.

Conceived nearly two years ago, it held a lot of promise especially since its mission was: to offer the common man quality and fashionable clothing at remarkably low prices. However, the company has had a slow start so far. Now it plans to move ahead aggressively. “Yes, last year has been particularly slow as there was a lot of caution due to the economic slowdown. Hence, our store opening was done with a lot of deliberation. Moreover, since we were a startup, we wanted to get a few things right before moving ahead,” says Arun Sirdeshmukh, Chief Executive, Reliance Trends. He says in the last year they have worked hard to create a blueprint for the next three years. “You will see now and for the next two years, our growth rate would be far higher than any apparel retailer in the market,” he says optimistically.

The company’s main focus is affordability. At every stage of making a garment, they try and save every rupee without compromising on the quality. Right from sourcing raw materials to choosing business partners and designing, pricing is kept in the forefront. Among the many exciting offerings from Reliance Trends are First Class jeans at just Rs 199. An anti-wrinkle business suit which costs around Rs 4,500 on an average is priced at Rs 2,499 at Reliance Trends. Among others, Reliance Trends also has a collection of technology clothes. These are fragrant clothes for infant, stain-free trousers, shirts and trousers with in-built moisture management and the like.

Their biggest business is from the private labels. Nearly 60 per cent of revenue comes from the private brands. Besides this Reliance Trends also stocks leading national and international brands. Sirdeshmukh says from three stores in 2007-08 they moved to 10 in 2008-09 and by March 2010 they will have 21 stores. “We are probably the only format/retailer that has not closed down a single store during the slowdown,” he informs. Recently, the company was awarded the Asia Retail Congress – Retail Marketing Campaign of the year Award.