Neva unveils ‘Live Free’ for the youth

Leading thermal wear brand Neva has unveiled a new brand ‘Live Free’. It’s aimed at young India. Since today’s youth vie for international quality clothing, the Live Free range offers products like ‘Talking Budtees’ with inspirational quotes

in digital prints, flock prints and sweat free fabric. The designer polo shirts have auto/feeder stripper and patch work. Live Free also has functional wear for exercising, traveling, holiday and night wear. The collection caters to men, women and kids and is available at leading stores and MBOs. The prices start at Rs 349.

A 25 percent market holder in thermals, the company is further planning to add new lines for men, women and kids for winter as well as summer seasons. At present its share its divided thus: 60 percent thermals and 40 percent summer. But now it plans to target summers in a big way and increase its share to 80 percent and limit thermals to 20 percent. The company aims to be the market leader in active wear segment with its summer wear offerings.

Neva stepped into the clothing business when it launched its thermal wear line in 1998. With growing consumer demand it became a leading thermal wear manufacturer of India. Since then, the brand has diversified its clothing business to include innerwear and active wear. In 2011, it won the award for ‘Best Medium Enterprise’ at the D&B Axis Bank Business Gaurav SME Awards. Its revenues are on a positive track with 25 percent growth in the current fiscal.

Available at 7,000 MBOs and 50 EBOs as of now, Neva has a strong presence in Punjab, Haryana, J&K, and Himachal Pradesh and is now planning to enter Rajasthan and UP. The range is also present at Lifestyle, Pantaloons and Shoppers Stop apart from e-commerce portals. With the changes the market is going through and anticipating future trends, Neva has strategically decided to foray into large format stores and MBOs. As the product portfolio of the company is on the rise, it is considering showcasing its range through special counters at MBOs. While Neva already supplies to Nepal and the Middle East, exploring export markets is also on the radar. And though it has not been able to penetrate the West because people there need insulated materials, it also plans to come up with a line of clothing for them.