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Mandhana to retail Salman Khan's charity clothing line
Jul '11
'Being Human Foundation' set up by Salman Khan – the bollywood heartthrob of millions of Indians in the country and abroad, plans to launch a exclusive collection of clothing and accessories by October in the Indian markets and next year in the Middle East and European markets.

The Indian launch of 'Being Human' collection of clothing was earlier planned for June or July but has been delayed till October. Mumbai based Mandhana Industries has bagged the exclusive license to manufacture and market the apparel brand in India and abroad.

Providing details about the new initiative, Mr Mitesh Shah, Sr Vice President (Finance & Corporate Affairs) - Mandhana Industries said, “We have the global license for the 'Being Human' clothing brand.

“Salman Khan has a huge fan following in Europe and Middle East also, so we want to make full commercial use of it and take the brand global, apart from targeting the Indian metros and Tier I, II & III cities. In overseas markets, we may either have distributors or open flagship stores”.

Revealing strategic and promotional plans he said, “Basically, the brand will be concept based. As we are all aware that 'Being Human' is for a charitable cause, a few of the processes are definitely going to be charity driven.

“We want to build a community wherein the target group is between 25-35 years of age and broadly between 16-40 years because this will be a brand which will appeal to the youth the most.

“These are the population segments who are actually interested in current affairs and they want to contribute something to the charity by actually buying some good fashion stuff. So the whole concept of the brand is “Fashion with a Heart”, and that's what we will be promoting.

“While we will be providing high fashion quotient garments, a portion of it will be definitely going to charity, so indirectly the one who is buying the product, will be helping the poor also. We will build a community and make use of various marketing formats.

“We will have our own flagship stores, shop-in-shop formats, be present in MBOs and appoint franchisees. Online e-commerce sales will again be a very effective tool for marketing 'Being Human' products because certain basic products like t-shirts will definitely be hot-selling items over the internet. Today's youth prefer buying things through internet also; hence it is a very effective media”.

Speaking about the Indian launch, he informed, “We will be launching the brand somewhere around October, i.e. around the festive season of Diwali. The launch, probably, will happen either in Mumbai or Delhi. In the first phase we will cover metros and by the end of March 2012 we are targeting around 10-12 flagship stores.

“Then again in the next fiscal year we will have 10-15 more flagship stores and will start appointing franchisees also, apart from also readying and launching an online e-commerce platform. The global launch will run concurrently with the domestic launch”.

Giving details about the product range, he said, “Right now, we have a license for only apparels. So we will only be responsible to design, manufacture and market apparel products. Accessories like deodorants, perfumes, watches, footwear or belts, will be sourced from other vendors appointed by the Being Human Foundation”, he concluded by saying.

Fibre2fashion News Desk - India

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