The Hindu Business Line : S. Kumars to bring in six international labels

TEXTILE major S. Kumars now plans to bring in six new international brands into the country. Speaking to Business Line, Mr Nitin Kasliwal, Managing Director, S. Kumars Nationwide Ltd, says, "We are looking at long-term alliances with international textile brands. At the moment we are talking to almost 18 brands but intend bringing in about five or six brands in the country." This would entail setting up manufacturing facilities to supply to the region and market the brand as a master franchise.

Currently the company supplies its textiles to international retailers — like Marks & Spencers and Debenhams, and brands — like Hagger, Slates, and Lord & Taylor. The company could bring in these brands into the country, since it is already engaged in a business relationship with them.

"It will be a combination of luxury and premium brands with whom we will be having marketing and business alliances. We could also become a base for supplying these brands to stores abroad and at the same time help them set up their own stores in the country," says Mr Kasliwal.

Meanwhile, the company wants to venture into denims, terry towels, knitwear and even lingerie. "Our company has thought of getting into all these areas. However, we will take these decisions step by step," says Mr Kasliwal, who wants to make the best of the post-quota regime.

The company is also open to roping in more brand ambassadors for its various brands. "We still feel that using celebrities is the most effective way to get brand recall.

For Reid & Taylor we got an immediate 40 per cent growth in sales after Mr Bachchan started endorsing the brand," says Mr Kasliwal.

Currently the company is scouting for another celebrity for its home textiles brand — Carmichael House. However, there are no plans of appointing a creative agency for any of its brands.

"It is always cost effective and cheaper to do the creatives in-house," says Mr Kasliwal. For media buying, the company has engaged the services of Mindshare in Mumbai.

With intentions of getting into every segment of the price/value chain, the company expects to record a 25 per cent growth on a year-on-year basis to record a turnover of Rs 1,800 crore in the next three years.

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