Interview with Animesh Maheshwari

Animesh Maheshwari
Animesh Maheshwari
Vice President-Retail
Riot Jeans
Riot Jeans

What sustainability measures are followed at your manufacturing unit?

Our commitment to sustainability goes far beyond regulatory compliance or minimising the environmental impact of our business practices. We use organic cotton that has been certified by GOTS (The Global Organic Textile Standard) and other sustainable fibres like tencel, viscose and many more, so as to reduce textile waste, save water and cut down on carbon emissions. We also ensure treating the used water, so that chemicals are not discharged into the environment.

What are the retailing and branding strategies followed at Riot?

Our present strategy is to focus on innovation and quality of the output. In terms of retailing and marketing, Riot aims to continue working on an overall approach. We ensure sales through large format stores and multi-brand outlets on a pan-India level which is supported through branding. With this, we aim at creating brand visibility and top-of-the-mind recall with end-consumers. Ensuring visibility, all our branding activities are backed by POS (point-of-sales) material, innovative window displays and visuals inside Riot stores as well as malls. We also interact with customers through social media platforms like Facebook, Twitter, Instagram, Pinterest, etc. This helps us to be directly in touch with them.

How many stores do you plan to open this fiscal? What is the planned investment?

What we really want to see this year is consumer response to our range which we have worked extremely hard on. This year is less about expansion and more about consolidation, about creating a larger loyalty base and dramatically improving results with the resources we already have.

What are your expansion plans?

Taking sports as a foray is the big leap for us, especially with FC Barcelona and Manchester City on board. The collection is exciting, with an array of options to choose from for all football lovers. The merchandise looks great, and we can't wait to see the customer reaction. In addition to sports clubs, we also have MTV on board, which will be seen in the market very soon with its contemporary styles for youth. Recently, we announced our alliance with You We Can (backed by cricketer Yuvraj Singh) for which we are planning an outstanding range of garments.

Any plans to export denim garments?

Right now, our major concentration is on domestic promotions. But we are also promoting fabric sales in Bangladesh, the Middle-East and Sri Lanka.
Published on: 25/05/2016

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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