V-Melo firms up knits entry and expansion plans

V-Melo Apparels, makers of high quality inner garments, under the brand name Malo have chalked out huge expansion plans. On the anvil is the development of new products, retail expansion to all the southern states, improving the quality of its existing

 products, introducing interesting sales incentive schemes for the retailers and among others. “Plans are also afoot to launch a new range of products in the kidswear segment,” says CEO Ashok Jain.

By next year winter, V-Melo will enter the knitted and fleece categories. “We will start thermal wear by 2012. But next year, 2011 winter, we will enter the knitted and fleece category. It will be a combo pack of T-shirts and trackpants and separate T-shirts and separate trackpants. The combo pack will be priced competitively,” says Paresh Rathod, Director, V-Melo Apparels. The brand is set to launch its autumn/winter 2010 collection where it’s offering trackpants, which will be in demand this season.

Likewise, last year the brand introduced night wear, which accounted for 20 per cent share of their sales while this year they expect it to contribute 40 per cent. Besides they will be launching kidswear by January or February next year. They also have plans to get in to the socks segment by next season -- August to September 2011. “We will be offering different types of socks. Kidswear will be a sub-brand under Maalls. We may name it as Maalls Kids since Maalls is already a recognized brand name. In kidswear we will be starting with innerwear for boys in the age group of 10 to 15 years,” avers Rathod. And if the response is good they will target kids in the age group of 3 to 4 years. “We will be offering briefs, vests, outerwear like trackpants, bermudas, shorts etc. It will be priced 20 to 30 per cent less than the men’s range.” The company used to have women’s wear till 2005, now again it plans to launch it by 2012.

Meanwhile in the next two years, they plan to issue an IPO. “The IPO is for investment and expansion purposes. Besides, our new factory is already under construction. It will take another six to eight months for completing it. Before April 2011, the company will be public limited,” informs Rathod.

Right now the brand is present in the north from Jammu to Maharashtra. In the east it’s there up to Kolkata and Orissa. “In Bangalore we started five months back. We have also gone to five-six towns in Karnataka. We will start Tamil Nadu this week and Kerala by next week. We will soon be entering Andhra Pradesh,” adds Rathod.

From April 2011, they will be there in almost all chain and big stores. This will include large format stores and MBOs. “Hyderabad is our key centre right now. Currently, we are retailing in 11,000 hosiery stores and MBOs. We are talking with Hypercity, Reliance and a few more. We will think of EBOs after 2012,” explains Rathod. With a capacity of producing 25 lakh pieces, the company aims to produce 75 to 80 lakhs pieces a year. It will enable them to think of exports by April 2011.