Financial Daily from THE HINDU group of publications
Tuesday, Oct 05, 2004
Financial Daily from THE HINDU group of publications Tuesday, Oct 05, 2004 |
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Marketing
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Brands Indian Terrain to extend brand in menswear range Our Bureau
Indian Terrain's exclusive showroom in Chennai. — Bijoy Ghosh
Chennai , Oct. 4 INDIAN Terrain, the retail brand promoted by the Rs 150-crore Celebrity Group, exporter to some of the top apparel labels in the world, plans to extend the brand to a whole host of categories to make it a complete menswear brand. Ms Rama Rajgopal, Executive Director, Indian Terrain, told Business Line that the brand would be extended over a period of time to a whole range of men's leather accessories, shorts, socks, innerwear as well as nightwear. The brand, which she expects to wrap up FY '05 at sales of Rs 32 crore - against Rs 24 crore last year - will look at making a complete offering for a man's wardrobe. "We have made strides as a men's shirt and trouser brand in the past four years and now we want to consolidate ourselves in the entire menswear segment," she explained. Ms Rajgopal said that this year will be one of consolidation for Indian Terrain, which made rapid strides since it was launched in 2000. Now distributed through 200 multi-brand and exclusive counters across the country, Indian Terrain will see a couple of stores opening up soon. The brand currently has seven stores in Chennai, Bangalore, Hyderabad (two stores), Jaipur, Gurgaon, Mumbai. Its eighth store will open shortly in Pune. "We have built a strong relationship with our retailers and hence able to convert 85 per cent of our inventory on MRP value in the last season," said Ms Rajgopal. She pointed out that being a division of Celebrity, which supplies shirts to some of the big apparel brands, such as Timberland, Marlboro and Diesel, helped Indian Terrain plug in early into some of the fashion trends sweeping the world. The latest collection of garments, which the brand has recently unveiled, picks up from those learnings, she added. The brand has carved up the market into three segments: basics, the fashionable segment and the younger generation who look for slimmer fit shirts and bold colours. The brand, known for its wide variety of bold checks, has now come out with a collection of stripes, a trend which has caught on in the West, explained Ms Rajgopal. The year will also see a trouser initiative from the brand with a range of khakis and corduroys. It has also placed an entry-level wrinkle-free khakis at Rs 1,095. Indian Terrain, which has positioned itself as a brand for the Indian with a global outlook, has just launched its new campaign, which will stretch into the festival season. The campaign, created by the Bangalore-based Scion Advertising, takes the same theme of `in the league of global Indians' forward. "The campaign now makes a lifestyle statement and shows different facets of the global Indian. One of the ads shows his softer side, which shows that they're willing to play hard ball and yet have time for the simple pleasures of life," explained Ms Rajgopal. Only using the press, hoardings and point of purchase material for this campaign, Ms Rajgopal expects it to break new ground for the brand this season.
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