Home-grown kids apparel brand Indian Clothing League will scale up its multi-channel retail model by expanding brick and mortar as well as e-commerce presence.

Last year, ASK Pravi PE Opportunities Fund had invested ₹50 crore in the company. Indian Clothing League has two brands 612 Ivy and Baby League.

“Until now, we were retailing through third party e-commerce players. We have started our own e-commerce platform. This will act as an omni-channel for our brick and mortar stores,” Manu Indrayan, Managing Director, Indian Clothing League, told BusinessLine .

Affordable pricing Speaking on the brand, Indrayan said the company caters largely to the infant and tween (6-12 years) category with its affordable mid-priced apparels. Indian Clothing League’s apparels are priced ₹345 upwards.

Currently, it has 32 brick and mortar store. “We plan to take this to 100 by 2017. We follow a cluster approach in our expansion. Currently, most of our stores are in North India,” he said.

Indrayan said that the total investment outlay will stand at ₹15-20 crore as the company expands largely through the franchise route.

300 points of sale Indian Clothing League also sells products through 300 point of sales across 80 cities, besides large format retail chains like Shoppers Stop.

Indrayan said that the company’s facility in Ludhiana has a manufacturing capacity of 1.75 lakh garments a month. “We will scale up as we expand our retail reach,” he added.

The children’s wear category is growing at a CAGR of 20 per annum and the industry is projected to scale up from the current level of ₹72,000 crore to ₹95,000 crore by 2016.

In the early 2000s, with inflow of private equity, many Indian brands tried and scaled up their operations.

But none of them managed to achieve a significant foothold and some even shut their business or scaled down operations.

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