Indus League takes the franchising route to expansion

Indus League takes the franchising route to expansion

Author | Sai Prasanna | Tuesday, Nov 01,2011 9:06 AM

Indus League takes the franchising route to expansion

Future Group’s Indus League Clothing is taking up the franchising route aggressively to extend their reach in Tier II and III towns. The apparel manufacturer has started off with franchisee stores for their women’s apparel brand Jealous 21, with three stores as of now in Lucknow, Satna, and Kota. Mid-October, Indus League also opened its 100th EBO, a Jealous 21 store.

Rachna Aggarwal, CEO, Indus League, revealed, “This year, we have launched 20-25 EBOs till now and there are plans to open 15-20 more by the end of the financial year. As for shop-in-shop outlets, our brands are retailed in Pantaloons, Central, and Reliance. As they expand, we will continue to open our outlets there.” Presently, the Jealous 21 brand is sold in 20 EBOs and 140 shop-in-shop outlets. Overall, Indus League has 100 EBOs and 300-350 MBOs and shop-in-shops.

The apparel major has maintained an overall growth rate of 30%, a trend expected to continue this year too. “Each brand is doing well in its own space. While Jealous 21 is the fastest growing brand at 40%, Scullers and John Miller have the largest brand size, and Indigo Nation has the largest number of EBOs”, Rachna remarked.

Jealous 21 Britney Spears’ contest
Jealous 21, the range of casual, trendy and stylish clothing for women which pioneered the concept - ‘Three hip sizes for every waist size’ has associated with pop-star Britney Spears to promote her album ‘Femme Fatale’ in India. As a part of this association with Sony Music, Jealous 21 has introduced the ‘Jealous 21 Go all the way’ contest where lucky winners will get a chance to attend the Britney Spears concert which is scheduled for December 10th, 2011 at Puerto Rico. Participants have to complete a sentence “Yeah, I wanna go to Britney’s concert in Puerto Rico because…….” The contest is running across all exclusive Jealous 21 showrooms and across all Pantaloons, Central, and Reliance trends outlets from October 1st to November 6th.

The contest is also being promoted through the Jealous 21 Facebook page, over radio, and online through portals which provide Jealous 21 merchandise. Rachna shared, “We have promoted the contest on our Facebook page with contest apps to make it more interactive. On October 26, we owned the YouTube masthead for the entire day where we promoted the Jealous 21 Britney contest video. We opted for 70% (TV) and 15% each (radio and digital) to promote the contest. We decided not to go for ads in print media since it would not have had the same impact as an audio/visual medium.” The 10 lucky winners, chosen across the different media through which the contest is being promoted – offline, on-air, as well as online - will be announced around November 15.

Indus League’s creative agency is Celsius 100 and their media agency is Allied Media.


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