Salman Khan backed Being Human growing into a ₹140-crore brand

The Being Human range of merchandise, promoted by actor Salman Khan, is on its way to becoming a ₹140-crore brand.

Mandhana Industries, which has the exclusive worldwide licence to design, manufacture, retail, and distribute the brand, said it is looking to scale-up its retail presence both online and offline.

The company, which operates 23 mono-brand stores and nearly 100 shop-in shops, said the association with the Bollywood star has been a huge contributing factor for spike in sales.

“We are a mid-market range targeting youngster from 20-40 years,” Manish Mandhana, MD, Mandhana Industries said adding the company is looking to become a complete wardrobe solutions brand.

The company expects to have around 30 stores and 125 shop-in shops by year end.

“With the growth in retail, we wanted to start a retail brand which would be combination of fashion, entertainment and creativity,” Mandhana said on his association with Salman Khan.

Mandhana Retail Ventures is an arm of the BSE-listed Mandhana Industries, which clocked revenues of ₹800 crore.

Mandhana industries supplies to brands such as Tommy Hilfiger, French Connection, Armani Jeans Mango and so on.

The company said Being Human products are also available in West Asia and Europe.

Being Human was born out of Khan’s philanthropic initiatives. The royalties received on the sale of this fashion line go to support the education and healthcare initiatives of the Being Human Foundation.

Industry insiders point that the royalties range from 7-10 per cent. Mandhana said the company expects ecommerce to contribute about 15 per cent to the topline in coming years.

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