Vasari India, one of the top ethnic wear brands in India, is currently looking at diversifying their product line, increasing production capacity, opening new flagship stores and utilizing the latest brand communication strategy as a part of their expansion strategy.
Besides their popular ethnic wear such as sherwanis and Indo-westerns for men and Indo-westerns and saris for women, it will soon be coming out with exclusive counters for round the year formal wear for men which will be available at all Vasari outlets across India. The company which has a manufacturing capacity of Rs 99 crores as of now with production units spread over an area of more than 65,000 sq. ft. in Manesar, Gurgaon and New Delhi, is also looking at setting up a new unit in Ahmedabad to help it in finishing the production for their Gujarat outlets.
“The USP of the brand is its intricate, attractive, apt, subtle, contemporary, unique and innovative embroidery with its colour schemes, designs, placements and materials. Our garments are hand embroidered and we use the best technology for the machine embroidery. The garments are not highly priced as the machines help us manufacture quality in bulk. The choice of people has been shifting more towards Indo-westerns like dhoti suits and churidaar suits for men and sherwani suits for women because they are something practical and can be adorned more than once,” says Mahesh Chand Mohnani, Director, Vasari India.
“We are already exporting to various boutiques in UAE, US and direct clients. As regards our flagship stores, we have already expanded a lot in the current financial year. We already have 13 EBO’s with one more coming up in Surat, which is a three-storey outlet with an area of more than 10,000 sq. ft. of area,” he adds.
Vasari also has plans of venturing into cities such as Amritsar, Chandigarh, Ambala, Hyderabad, Mumbai, Bangalore, Lucknow and Pune in the current financial year. As a firm believer of using the latest brand communication strategy, direct mailers, invites, launch detail, direct marketing are used along with mass media options such as magazines, newspapers and radio. The company is also looking at launching e-retailing soon. A new venture made-to-measure men’s tailoring services is also offered with high quality fabrics combined with precise tailoring services provided at selected outlets such as Lajpat Nagar and Karol Bagh in Delhi, Ahmedabad, Ludhiana, Jalandhar among others.
Started in 1991, Vasari India’s target consumer groups belong to the upper middle and upper class of the society who earn more than Rs 55 thousand a month. The company emphasizes on quality design, impeccable tailoring, exquisite embroidery, and superior finish.
