Jaipur-based entrepreneur Mohammed Arif Kagzi is looking to reverse the trend — from online retailing to brick-and-mortar stores — to sell premium women’s garments brand Kashana.

“As against websites that offer heavy discounts, we have an advantage of lower inventory cost and economy of scale in manufacturing these garments. Therefore, we will be able to price it more competitively and be successful in offline retailing,” said Kagzi. The garments will be sold via Kagzi Apparels, an arm of Kagzi Group, known for its handmade paper.

Having a combined group turnover of ₹100 crore, the Kagzi Gorup has its own textile processing and garments division in Rajasthan. As a part of forward integration, it plans to set up physical retail outlets through a mix of company-owned and franchisee stores nationwide.

“We have strong backward integration, from fabric to garments. Branded retailing is our step forward in the value chain,” said Kagzi.

The group has a textile processing facility in Sanganer, a hub for the textiles and handmade paper industries.

It also has a garment making facility at Sitapura near Jaipur with an installed capacity of 2,50,000 pieces a month.

The group plans to manage inventory by adjusting the production according to demand, said Kagzi, adding: “For the distributors, unlike other branded garment companies, we will provide up to 80 per cent stock correction in the unsold stock. Every 15 days we will introduce new designs and patterns. This will also reduce the burden for retailers.”

The company plans to set up 50 retail stores across India over the next year, of which 10 will be opened in three months. The first will be in Udaipur.

The group has roped in Bollywood actor Evelyn Sharma as brand ambassador for the Kashana brand. The product portolio would include ethnic, Indo-Western and Western wear for women.

The writer was in Jaipur at the invitation of Kashana.

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