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Siyaram plans extensive expansion of Oxemberg brand
Jul '12
Siyaram Silk Mills Limited, one of the leading vertically integrated textile companies in India, plans to extensively expand its menswear brand Oxemberg pan India. The company also envisages having a significant presence in the overseas market in the coming years.
Speaking to fibre2fashion, Mr. Gaurav Poddar, Director, Siyaram Silk Mills, said, “We envision that Oxemberg will cement its leadership position in the middle segment of the branded men’s ready-to-wear market in India and also have a significant presence in the overseas market in the coming years. We aim at making Oxemberg the most aspirational brand in this segment for our consumers.”
Oxemberg provides excellent quality fabric, stitch, fit, finish and embellishments – thus providing comfort at a genuine value. It makes the wearer feel stylish, contemporary and confident and always creates the right impression.
“The main USP of Oxemberg clothing is that it provides menswear fashion with attitude and value for money. The goal of the brand is to meet the desires and aspirations for lifestyle elevating products that reflect the self assurance of young professionals in India today,” avers Mr. Poddar.
Oxemberg clothing consists of formal shirts and trousers, fashion formal shirts, semi-formal trousers, Beach Pebble – a range of washed formal shirts, and Opulento – a true combination of the classic with the contemporary.
The brand targets a relatively younger audience group, the range being 23-35 years, with a monthly household income of Rs. 20,000-Rs.50,000.
Currently Oxemberg is sold through 105 franchises and 15 company-owned Siyaram’s Fashion Avenue outlets. Oxemberg is also selling in around 150 point of sale in large format stores and approximately 2000 MBOs.
“Earlier our MBOs were concentrated mostly in South India, but now we have a pan India presence and all zones are contributing substantially for the brand’s growth,” informs Mr. Poddar.
“We will extensively expand on pan India level through the increase in retail, MBO and large format stores across India and reach out more easily to our customers. In the near future, we are also planning to open exclusive Oxemberg outlets,” he reveals.
Overseas, Oxemberg is already present in Sri Lanka and the Middle East. “We are looking at opportunities in other international markets to partner with local associates who can help us to develop distribution network and at the same time we can leverage their knowledge and contacts to establish the brand,” says Mr. Poddar.

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