UV&W to tap newer states for retailing brand

UV&W has recently unveiled a collection of thermals in off white and mélange for the winter season. “We have thick GSM. These are quilted and machine washable. The double chest is 15 percent more,” explains Rajat Misra, Vice President

-Marketing, UV&W Products.

Ludhiana-based UV&W Products is engaged in the marketing of certified organic cotton clothing. It has the distinction of being the first brand to do so in India when it launched its EBOs in 2008. Growing at 30 percent per annum, UV&W now plans to venture into newer states.

Brand’s retail network

The company set up three outlets in Ludhiana, Jalandhar and Amritsar in 2008. Since then it has expanded its retail operations to Chandigarh, Zirakpur, Ghaziabad, New Delhi, Jaipur, Baroda and Yamunanagar.

The brand’s range is available everywhere except Rajasthan, Chhatisgarh, Madhya Pradesh, Kerala and Andhra Pradesh. “Within a few months, we will enter these states as well. We follow the distribution route and have about 20 distributors and are in 1,000 MBOs. We also have 10 EBOs. After increasing production, we will think of entering large formats. We sell T-shirts through some online sites,” adds Misra.

Products galore on offer

UV&W is a brand from the Venus Group, a vertically integrated group encompassing yarn dyeing, fabric knitting, fabric dyeing, finishing activities. The product range for men includes outer wear like: T-shirts, sweat shirts, cotton sweaters, lowers and bermudas. “We have undergarments and thermals for the entire family. For women the brand has tops, lounge wear, sweat shirts, lowers and capris. And for new born babies, they make innerwear, nappies, tops, rompers and leggings in addition to vests and briefs and thermal wear. For boys, we are doing just innerwear and thermal wear,” explains Misra.

The Rs 240 crores company also exports to the likes of GAP, Walmart, Carrefour, Hudson Bay, Sam’s Club, Jean Fritz and The Children’s Place among others. Elaborating on the product’s USP, Misra says, “The reason for launching organic clothing was our understanding that there is a great future for health oriented products especially because of the high level of pollution everywhere. Since no one else at that time was selling organic clothing in India, we got the first mover advantage.”