Interview with Karan Behal

Karan Behal
Karan Behal

Tell us about the latest collection in lingerie, nightwear, swimwear and activewear.

SS 18
Lingerie: Core styles: Breathe collection which consists of cotton t-shirt, padded, unpadded, wired, wireless innerwear; Tempt me collection: Lacy, sheer, comfortable fashion

We are introducing a new style catering to bigger busty women in DD cups, which is a non-padded, non-wired full cover lace bra. 

Classic and pastel colours for summer and a mix of deep colours for the bridal collection.   Variety of floral prints

Styles: Seamless, front open backless, plunging push-ups.

Nightwear: More cotton vs. satin, considering the summer; super soft bamboo fibre, 100 per cent modal and viscose, 

Prints: Fun element prints, classic styles with text prints. 

Colours: A combination of pastels and soft colours for summer with a perfect blend of deep colours. 

Styles: Pajama sets, long nightdress, short nightdress, chemise, sleep shirts, top shorts sets, 

Wraps: Long and short, single pajamas, baby dolls.

Activewear: This has two collections, Athleisure collection and Athlete collection.
Plain dyed colours with a combination of contrast trims, 

Styles: Crew neck, cold shoulders, high waist bottoms, 

Fabrics: Quick dry, 100 per cent polyester, light-weight, non-shrinkable, quick dry, high resistance and moisture-wicking, using airtex technology.

Athleisure collection: 
Fabrics: cotton poly blend, easy fit silhouettes, styles including yoga pants, full-length tights, trailing back tank tops, joggers. 
Colours: Combinations of classic and bright colours.

Swimwear: Monokini, bikini, tankini, one-piece swimsuit with cutout, laser cut technology.
Fabric: Poly-nylon blend
Colours: Chevron prints, classic black, multi-colour stripes, monochrome, tropical prints, bright colours, sunshade colour. 

Tell us about the changes in the perception of Indian women about lingerie?

They're now more aware and also value style. They are more particular about what they wear. They are experimenting with their choices and their demands have increased when it comes to the styles available.

How sustainable are your manufacturing units? Where do you source the material for manufacturing?

It is very sustainable. We have dedicated manufacturing hubs in India and abroad. Half of the material is procured from domestic sources and the remaining from abroad.

What is your annual production? Are you planning to increase it?

We are planning to increase our production by 94 per cent in 2018-19.

What is the retail presence of the brand?

Exclusive business outlets - 20 stores across 10 states and 350 mom and pop trade stores across the country.

How is your business faring online?

We have seen a traffic growth of close to 40 per cent quarter on quarter. We get traffic of 20,000 unique visitors to the website every day with around 2.2 per cent conversion.

What percentage of your sales is through brick and mortar?

Our 50 per cent sales is through brick and mortar stores and the rest online, through and online marketplaces. Of the stores, 18 per cent is from EBOs and the balance through MBOs.

What are your future plans?

We plan to have 100 EBOs by 2018 and 300 such outlets by 2019. We also aim to retail through1000 mom and pop stores by 2018 with a 15 per cent market share on online marketplaces. We want to make the biggest lingerie brand in the country with the largest base of loyal customers.(RR)
Published on: 06/02/2018

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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