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Indian jeans label Live-in set for extensive growth

11
May '12
Mr. Tirtha Bhowmick
Federal Brands, the India-based company known for jeans label Live-in, has set out an extensive growth plan that includes increasing its retail presence and launching a new sportswear range.

The company has introduced concepts like “Club Live-in” and “Direct To Retail” (DTR) to contribute to its growing sales. It plans to increase its revenue through online sales and is also considering launching an IPO and inviting PE funding in near future.

“Our rationale is to strive to become a leader in jeans and semi-formal wear category in the country by innovating in styles and products to ensure customer satisfaction,” Mr. Tirtha Bhowmick, National Sales Manager, Federal Brands (Live-in), told fibre2fashion.

Talking about Live-in's current product range and the new sportswear range, he says, “Live-in's basic focus is on bottom wear, which constitute around 90 percent of our sales. The range consists of cotton trousers, denims, cords, shorts and capris only for men. We are soon going to launch our sportswear range offering shorts, track pants, T-shirts and gym vests.”

Live-in intends to grow its online presence in the coming months by spending in online marketing. “Our company understands that the future lies in e-retailing. We are already offering our products online through our own web store as well as our Facebook page,” informs Mr. Bhowmick.

Making a mention about IPO and PE funding, he says, “We have serious plans of coming out with an IPO in the near future. In terms of PE funding, we understand that it is a stepping stone for a brand's growth.”

At present, Live In has pan-India retail presence through 2,900 multi-brand outlets (MBOs). “We intend to focus on further penetrating the Tier II and III cities in terms of our MBO network, to expand reach and utilize the huge potential of customer base in these geographies. As a policy we do not do EBO business since we are an everyday fair price brand that need not be discounted,” reveals Mr. Bhowmick.

Briefing about the company's other business channels, he avers, “DTR is a new distribution channel developed by us, through which we directly do business with certain 'A class' MBOs all across the country. We have accomplished a lot many DTRs this year with great success and would like to continue efforts in the same way as this channel has huge potential to deliver and contribute.”

“Club Live-in is another concept developed by us for those loyal MBOs who do sizeable business with us. This initiative helps us to bond with the MBOs across geographies throughout the year and provides a win-win situation for both of us,” he adds.

An optimist Mr. Bhowmick concludes by saying, “Our soon-to-be launched sportswear range, the newly ventured online business, along with our unique network of distribution channels will definitely give us more volumes in the coming years.”

Fibre2fashion News Desk - India


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