The Hindu Business Line : Stallion Garments to launch new brands in Dec

Coimbatore, Nov. 17 Tirupur-based Stallion Garments, which offers a range of products for men, ladies and children plans to introduce the ‘When’ brand for men and ‘Look At Me’ for ladies during the first week of December. The pilot launch is set to happen in three places – Chennai, Bangalore and Hyderabad.

“We plan to make the men and ladies wear (underclothing) available across all stores in these three cities initially, before extending it across the country,” Mr K.A.S. Thierumurthy, Managing Partner, Stallion Group of Companies, told Business Line.

EYEING HOME TURF

Like every other knitwear company in the hosiery town of Tirupur, Stallion too initially looked at the international market. “We soon realised the huge potential for our range of products, especially innerwear, in the domestic market, and decided to tap it. Our domestic exposure is about 15-20 per cent of the total turnover at present,” he said.

The company is hoping to achieve a turnover of Rs 80 crore this fiscal. It is planning to strengthen its hold in the domestic market and eventually balance its export and domestic exposure levels over the next three to four years.

An estimated 25 per cent of the Rs 12,000-crore domestic market for underclothing is said to be branded. Mr Thierumurthi is gearing up to tap the vast untapped potential. According to him, marginwise, there was no difference between domestic and exports.

FOCUS ON BRANDING

Would the group still look at the internal market? He reasoned: “Twenty years ago, when the purchasing power was less, people were content to live within their means. Today, the consumers purchasing power has soared, he looks for international brands. And even brands like Jockey have priced their range between Rs 70 and Rs 200 and there are takers. Branding is essential and we need to establish ourselves in the domestic space.”

The company has spent about Rs 7 crore on branding alone, over the past two years.

It is in the process of identifying distributors. “We would have 40 distributors by March. As on date, we have finalised 15,” he said.

The installed capacity of the unit is 5-lakh T-shirts and 2-lakh inner wear every month. It is operating at 60-70 per cent at present.

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