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M. Somasekhar

Hyderabad, Feb. 28 Striving hard to position itself in the niche market of high-end menswear, Pokarna Ltd is expanding its flagship brand Stanza to more locations across the country.

The Hyderabad-based company is also firming up plans to diversify into the accessories segment with the launch of belts, jackets etc. in menswear soon.

By the end of current fiscal, Stanza stores would reach a total of 10, with the addition of 3 more in New Delhi, Kolkata and Bangalore to the existing one, said Mr Gautam Chand Jain, Chairman and Managing Director.

In fiscal 2008-09, the company plans to double its strength and go up to 20 stores. The model would be company owned and run stores. Each would be a minimum of 3,000 sq ft, he told Business Line.

“We are trying to create the same look, interior ambience for the stores. Each will house around 300 designs, which will keep growing. We are looking for prime locations in several potential cities”, Mr Jain said. At present, Stanza has a presence in the cities of Mumbai, Ahmedabad, Hyderabad, Pune, Surat and Chandigarh, among others. Efforts would be to reach other top cities as well.

Pokarna, recently got a shot in the arm with its participation in Collectives, a high quality garment show in New York. Other than the top Italian and European brands, very few get to exhibit their products in the show.

“We were the only India brand to participate,” Mr Jain said. The export business to the high-end Italian and US garment companies would receive a fillip with this exposure. Also the sales in US stores for the brand Stanza should get a boost, he felt. Pokarna is also strengthening its private label business in the US, the Netherlands, the UK, and Italy. While agreeing that the space in the niche market is tough to grow, especially with global brands exploring the Indian market, Mr Jain said, the company intends to take on competition and grow.

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