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Denim brand Rookies eyes Indian expansion
Dec '11
Rookies, the Indian denim brand from Finesse Fashions that manufactures out of Bangladesh from its own set of factories, is planning expansion in India.

After successfully entering the Indian market in 2009, Rookies is expecting a growth in the company's sales in India, even though the current market situation is not very good.

“Rookies price range is very economical and quality is at par with other fashion brands. On the other hand, there is a dearth of reasonably-priced brands in the Indian market. So, we are trying to accommodate ourselves as an economical yet fashionable brand,” Mr. Avdut Pednekar, Brand Manager, Finesse Fashions,told fibre2fashion.

Sounding optimistic about expansion in India, he says, “The collection that we are bringing into India is inspired from international brands and it is not found in Indian domestic brands. Hence, we are looking forward to do good business, and are targeting more retailers and formats.”

“There is a retail expansion lined up. We are soon looking forward to get exposure to large format stores, as we are already in talks with a few. We will be mainly targeting the western region – Maharashtra, Rajasthan and Gujarat,” he adds.

Explaining the Rookies product range in India, he says, “Immediately in this season, there will be only denims with some cotton trousers. Slowly, we would expand our product range to include cargos, trousers and bottoms in fashion category. We will also be coming up with top line with some shirts, T-shirts, etc. Our plan is to offer an entire clothes line for men.”

Making a mention of quality standards, he points out, “As our production base is in Bangladesh, we have been manufacturing for several international brands. So, we are able to ensure the same standards that they have been following.”

Detailing the recent product development, he reveals, “Considering the current scenario, we have worked upon various styling and have introduced a different range altogether based on a new concept. In denims, we are introducing some good washes and elegant cuts and designs. We have also taken fits into consideration and are trying to expand the same. The designs are also being worked on because our exposure to the denim market in the West has increased tremendously.”

Finally, commenting on the denim market, he avers, “Being a brand in the denim category is becoming very competitive, but at the same time denim has a booming market.”

Fibre2fashion News Desk - India

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