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Hard Currency to focus on non-denim portfolio
Nov '11
Denim brand – Hard Currency plans to expand its portfolio by introducing non-denim categories and increasing the share of non-denim products in its revenue.

As part of the initiative Hard Currency has recently introduced a collection of shirts and is also looking forward to increasing the product portfolio. Alongside, it has also launched a range of casual trousers.

“The reason for this product extension is to add to the product portfolio and to increase the brand awareness and value and diversify into a wider range of non-denims”, says Ms Unita Chandan - Creative Director, Aru Enterprises, owners of the brand.

Hard Currency is a mid-segment brand and caters to a wide audience, ranging from the fashion conscious to the simple and sophisticated, aged between 18-40 years.

“We keep in mind fit, style, quality, comfort and price when offering our products. For instance, with a lot of companies moving from formal to casuals as work attire, there is more demand for casual clothing. We recognized this demand and introduced casual shirts and trousers along with our range of denims” adds, Ms Chandan.

Hard Currency is currently available through 500 MBOs and in the next six month, plans to add 400 more and also venture into Tamil Nadu with and is also exploring a foray in the Mumbai market before entering Punjab.

They already have in place distributors in Madhya Pradesh, Chhattisgarh and Kolkata.

When quizzed about the vision for the brand, Ms Chandan replies, “Our vision is to make Hard Currency one of the most popular and favoured casual menswear brands across India. To achieve this, we intend to increase our product portfolio and market presence”.

Fibre2fashion News Desk - India

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