We want to be a Rs. 1000 cr consumer brand: MD and CEO, Arvind Lifestyle Brands
J Suresh, Managing Director and Chief Executive Officer, Arvind Lifestyle Brands Limited. chatted with exchange4media on the launch of the brand's private label ‘Arvind – Ready to Wear,' its business model, marketing strategies and more
Published - Apr 24, 2018 8:52 AM Updated: Apr 24, 2018 8:52 AM
Arvind Limited, the 1.7-billion-dollar textile to retail conglomerate, recently announced the launch of its private label ‘Arvind – Ready to Wear.’ The collection is going to be available across 127 cities all over the country in the first phase at ‘The Arvind Store’ outlets, and online at: www.nnnow.com and www.amazon.in.
J Suresh, Managing Director and Chief Executive Officer, Arvind Lifestyle Brands Limited. chatted with exchange4media on the same.
Speaking about the core thought behind launching his own brand, he said that Arvind has been a very strong B2B player and the brand now wants to build up in the consumer space. “We already sell 500-600 crores of fabric to consumers directly, so this is an addition to make sure that Arvind is built as a consumer brand,” he shared.
On their marketing strategy, Suresh said that the brand is looking to advertise in cities where they have stores. “It is largely outdoor and print. Once we have the scale, we will be looking at extending it to television,” he said, and he acknowledged that digital media will also play a very significant role in the overall marketing strategy. “This is a 60 billion dollar market,” he added.
He also elaborated on the distribution and business model for the same, saying, “We’re talking about distribution largely in the Arvind store, which will sell both fabric and ‘Arvind – Ready to Wear’ brand. We already have 150 stores, and we are adding 50-60 stores as we go forward and will also be available online.”
When asked about the brand’s marketing plans during IPL, he shared that the brand is not looking to do anything around it. He also spoke about the brand's anticipated turnover and plans to ramp up, he revealed, “We are looking for Arvind to be a Rs. 1000 crore consumer brand. 20 per cent of that should come from ‘Arvind – Ready to Wear,’ as we go forward.”
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