Home / Knowledge / News / Apparel/Garments / Hard Currency to focus on non-denim portfolio
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

Must ReadView All

Courtesy: Pexels

Fashion | On 23rd Jun 2018

Nigerian bank launches N1 bn fund for fashion entrepreneur

Nigeria’s Bank of Industry has set aside 1 billion Naira (N) to...

Courtesy: Tayal

Textiles | On 23rd Jun 2018

Tayal textile factory in Algeria starts exports to Turkey

Algeria’s largest textile factory, the joint Algerian-Turkish company ...

Courtesy: Manhattan Beachwear

Fashion | On 23rd Jun 2018

Manhattan Beachwear in global partnership with BCBG Group

Manhattan Beachwear, the largest swimwear manufacturer in the US, has ...

Interviews View All

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Victor Chao

‘In future, clothing boundary lines will become increasingly blurred.’

Janak Dhamanwala & Sunil Dhamanwala

Moving towards sustainability is also a social change

Karan Behal

Karan Behal, founder and chief executive of top-selling brand...

Akshat Chaudhary

Aizome, Asia's first Fairtrade denim brand, is all set to launch next...

Apurva Kothari

No Nasties was the first fashion brand in India to make 100 per cent...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Amiben Shroff

From its modest beginning in the late 1960s, Shrujan has grown into a...

Igor Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search