Aiming to fulfill the needs of high-fashion denims and shirts in India, Rick Rouge from Mischief Clothing vies to be a Rs 100 crores brand. Opines Manish Jain, Director, Mischief Clothing, “Our concept is very clear, we want to be a Rs 100 crores
brand and are trying to achieve this. Today, we are growing at 40-45 per cent a year.” Explaining, how he plans to achieve the set target, Jain says, “We are focusing on MBO expansion. We have 370 MBOs and will add 150 more shortly. Over the last six months, we have added some more territories like Madhya Pradesh, Uttar Pradesh, Bihar, Delhi, Punjab, Assam and Kerala. We are also penetrating Chattisgarh, Orissa, Jharkhand, Maharashtra, Karnataka and Andhra to cover the Northeast. Once we add 150 MBOs, we would venture into Himachal Pradesh, Gujarat, Rajasthan, Haryana, Jammu & Kashmir and Goa.”
Rick
Rouge was launched in 2007, seeing the growing demand for sportswear in the country. The brand is known for its styling of denims with latest embellishments and variety of trendy washes. Rick Rouge conjures up an image of a biker on a Harley Davidson and which is why the name was chosen for the brand to aptly suggest its rugged denim collection.
Commenting on the collection, Jain says, “We make denims for men. We make one and a half lakh denim garments a year. Six months back we also introduced shirts and in future we want to grow this business. My thinking is that both the value and imagery of the product should be alike. Or if the cost of a product is higher than it should speak in the product quality.” This year, the brand also added denim shorts to its product range. “We have made some six styles. We have also planned to launch some slim fit trousers for spring summer 2013 in 12 styles,” Jain concludes.
