The Hindu Business Line : Indus League bets big on menswear brand Urbana

The Urbana range, comprising shirts, trousers, jackets, belts and ties, is targeted at the upmarket male in the 35-45 age group. It is positioned as a brand that "combines technology with fashion and functionality."

"The premium men's formalwear business is estimated at Rs 1,200 crore -1,500 crore. Hence, there is huge potential. We expect Urbana to emerge as a Rs 100-crore brand in three years," said Mr K.K. Pant, CEO and MD, Indus League.

Urbana products are claimed to be incorporated with technologies for sweat-, wrinkle- and stain-resistance, apart from having the `Durawhite' property for "sparkling whiteness even after several washes" and an anti-ageing formula.

The shirts and trousers are priced between Rs 1,299 and Rs 2,299 and the jackets at Rs 3,499-4,999.

Urbana is currently available at Central malls and Pantaloon stores. It will soon be available in shop-in-shops at premium menswear retail outlets and in standalone stores.

"Over the next three years, the company will aim to establish 150-200 such points across the country. Marketing spends are expected to be around Rs 15 crore; store investment would be Rs 50 lakh per store," said Mr Pant.

The company is looking at "selective and direct marketing communication" to promote Urbana given its niche premium positioning.

Clothes for yoga

Cashing in on the "wellness" trend, the company some time ago launched clothes and accessories specifically designed for yoga under the brand name Urban Yoga. It has opened two Urban Yoga centres — replete with a store, a yoga studio and a resource centre — in Bangalore and Hyderabad. Plans are afoot to open 12-15 centres this year.

"We see our new businesses, Urbana and Urban Yoga, as crucial to further our growth in the market in response to the rapidly evolving lifestyle and consumption patterns in India," said Mr Pant.

The Rs 140-crore Indus League, which has 45 stores countrywide, hopes to double that number by this fiscal.

Earlier this year, it entered into joint venture deals with Lee Cooper and Etam.

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