The Hindu Business Line : Cottons by Century plans to Net more buyers

TAPPING alternative sources of retailing, the premium menswear brand, Cottons by Century, from the B.K. Birla group, is looking at selling through the Net. Mr Subrata Siddhanta, General Manager (Apparel & Retail), Century Textiles & Industries, told Business Line, "We have been toying with the idea of getting into e-business and are looking at third party sourcing through a BPO tie-up." With imminent plans of retailing through the Net, the readymades brand expects to sell its plain white shirts instead of bringing in its entire men's wardrobe onto the Net.

Adds Mr Siddhanta, "Fabrics, as a category, are sold on `touch and feel' basis. So we intend retailing only a few items through the Net." Besides, the brand is also expected to generate revenues through institutional sales in future. "We are looking at selling the brand to companies such as ONGC and Indian Airlines," says Mr Siddhanta.

Adopting a sub-branding strategy for its entry into the new categories, Cottons by Century has already introduced a separate brand for its accessories under the brand Centurian. It also wants to spin off its women's and ethnic products under new brand names.

As there is no national player for an ethnic brand in the country, there are plans to introduce a new brand in the segment. "We are looking at introducing an alternative name for our ethnics range which will be a national brand," says Mr Siddhanta.

In the women's segment, apart from introducing a new brand, there are plans to launch mill-made powerloom fabrics to distinguish itself from the handloom brands which already exist in the market.

Moving away from its earlier ad agency, Mudra, it has now employed the services of a local agency, Deadline, in Mumbai. Cottons by Century has also been revamping its merchandising, pricing, logistics and vendor sourcing in the past year.

With intentions of offering `complete wardrobe solution' Cottons by Century has been rapidly expanding its number of retail stores. This year, it intends adding another 22 stores apart from its existing 35 stores across the country. Marking an investment of Rs 18 crore - Rs 20 crore for its retail expansion, the brand intends generating funds from internal accruals. In fact, Cottons by Century will soon be spun off as a separate division within Century Textiles & Industries, which already has other divisions such as denim, yarn and fabrics.

Claiming to break even, Cottons by Century expects to register a turnover of Rs 25 crore this year.

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