Interview with Manish Mandhana

Manish Mandhana
Manish Mandhana
Jt. MD
Mandhana Industries Ltd
Mandhana Industries Ltd

China is no more the cheapest sourcing destination, so as India.
With Fibre2Fashion Correspondent Cindrella Thawani, Manish Mandhana opines about the global volatility of weather, which is adding woes to retailers. Further, he says that inflation is the biggest challenge for Indian economy. Synopsis: Mandhana Industries Ltd is a major textile entity in the country’s western region, since three generations. Today, it has 12 manufacturing facilities - five factories at Tarapur, five at Bangalore and two upcoming units at Baramati. Manish Mandhana serves as the Jt. Managing Director of Mandhana Industries Ltd. Besides, he has been awarded by CNBC TV 18, for outstanding exporter of the year 2008-2009, at international trade awards. Further, achieved ‘Niryat Shree’ by Federation of Indian Exporters Organization (FIEO) in 2004-2005 and 2008-2009 for stellar performance in exports as well as achieved Gold Trophy by FIEO for remarkable growth in exports for the year 2003-2004. Moreover, he has taken initiative of venturing into the retail foray by signing an exclusive agreement with ‘Being Human – The Salman Khan Foundation’. Excerpts:

Recently, you have entered into a commercial pact with Dubai based retail giant Landmark Group and being an exclusive global licensee for ‘Being Human’ Salman Khan owned apparel brand. How do you see its growth opportunities, globally (in terms of retail market) and how do you see its response in middle-east?

The growth opportunities that we foresee for Being Human are bullish. Moreover, response that we have received from all the markets where we have entered include France, Belgium, Spain in EU as well as 10 Gulf Cooperation Council (GCC) countries in the Middle East, have been encouraging. Apart from the obvious association with Salman Khan and his star power, the product that we are offering is being widely accepted and appreciated for its design, quality and price. In fact the response that we have received at the launch in Dubai surpassed our expectations and was overwhelming. Within 25 days of its launch, the brand registered 85 percent sell-out, that itself says a lot. Now, there is an immense pressure and anticipation from us to launch the women’s and the kids wear lines in succession and make Being Human a complete wardrobe solution brand.

Besides, which age-group T-shirts are you targeting and how do you see its market in semi-rural and urban regions? As it is a charitable foundation, consequently what should be the entry price of its T-shirt?

At the moment, Being Human target consumer is aged between 20 to 40 years for the Men's line. Aiming at complete wardrobe solution, we are offering denims, chinos, shorts, shirts, t-shirts, knitwear, outerwear, belts, caps and innerwear. We look at the semi-rural market with a lot of interest, owing to the tremendous following that Salman Khan has, which is arguably more loyal compared to the urban regions. We will take the brand to these semi-rural regions in due course through the franchise model. Charity is an intrinsic part of any Being Human product; hence every piece of merchandise is contributing to the cause. We have kept the entry price of a T-shirt at INR 699.
Published on: 16/08/2012

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 Fibre2Fashion.com.

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