Apparel Online Bangladesh Magazine November Issue 2018 | Page 18

BUYER BLOG
Reliance Trends on a sourcing
spree in Bangladesh
In an exclusive interview with Apparel Online, Country Manager Mohit Batra dwells on his
company’s sourcing strategy and future plans in Bangladesh
F
rom India’s largest private
sector entity Reliance Industries
Limited (RIL, with a turnover of US
$ 44.7 billion as on March 31, 2016),
Reliance Trends Limited is an apparel
and accessory specialty format that
started operations in 2007 with a
vision to deliver quality and fashion to
the masses at exciting price points.
Offering products ranging from
womenswear, lingerie to menswear,
kidswear and fashion accessories
through a diversified portfolio of own
brands, national and international
brands, the uniqueness of Reliance
Trends is what it likes to call ‘fashion
at great value’. Boasting of 500 stores
already (spread over 8,000–24,000
square feet of shopping area), the
number of which is going to touch 1000
by the end of 2018, thanks to the retail
boom and the increase in spending
by consumers in the Tier-2 and Tier-3
cities – Reliance Trends is working on
increasing its sourcing volumes from
Bangladesh substantially.
Apparel Online caught up with
Mohit Batra, Country Head of
Bangladesh Liaison Office, Reliance
Trends, to know more about the
company’s sourcing strategy, future
plans, challenges and his views on
Bangladesh as a sourcing destination
from Indian retail market’s
perspective. Here are the excerpts…
AOB: Reliance Trends is in
Bangladesh for how long now?
Mohit Batra: The liaison office was
opened around four years ago. Back
then, the set-up here was very small
and rendered services like technical
and QA support, etc. However, now
with our sourcing volume increasing
significantly from Bangladesh, we
are operating as a full-fledged liaison
office of Reliance Trends. Currently
we are sourcing directly from 90 per
cent of supplier factories while 10 per
cent is still done through the agencies.
Reliance Trend’s own brand
portfolio includes:
Rio: A vibrant range of snazzy trends
for young women.
Fig: Fashionwear for discerning,
independent & working women.
Avaasa: A range of Indianwear for
women offering the finest collection
of salwar kurtas, churidars and a
fast evolving mix-n-match range of
garments.
Mohit Batra, Country Head of Bangladesh Liaison Office, Reliance Trends
Currently we
are assuring
business
continuity for
our vendors in
Bangladesh,
which I am
sure, not many
are offering.
At present, we
are working
with around
40 vendors in
Bangladesh,
the number
of which is
going to go up
significantly
in the coming
days.
– Mohit Batra
Apart from other reasons, it was also
necessary for us to get into direct
sourcing, to make the manufacturers
understand what Reliance Trends is
all about. Those who have explored
the Indian market understand the
repute and standing of Reliance in the
Indian retail landscape but those who
haven’t yet, it’s difficult for them to
gauge the relevance of Reliance.
Also to be taken into account is our
ever increasing sourcing volumes
from the country. Last year alone, we
sourced 60 lakh pieces of garment
while the target is to take it to 2 crore
pieces this year. Without an office,
it is not possible to handle things
effectively. We already have strategic
partnerships with 30 factories in
India as part of which we book
their capacities for a year in lieu of
competitive pricing, which we might
even replicate here in Bangladesh.
Currently we are assuring business
continuity for our vendors in
Bangladesh, which I am sure, not
many are offering. At present, we
are working with around 40 vendors
in Bangladesh, the number of which
is going to go up significantly in the
coming days.
18 Apparel Online Bangladesh | November 2018 | www.apparelresources.com
Fusion: A range of fusionwear for
women where east meets west &
style meets comfort.
Hushh: The lingerie line for women
which offers an extensive range of
innerwear and sleepwear.
Frendz: A range of garments that
complements the wardrobes of the
growing generation of boys and girls.
Pureza: A collection of pure cotton &
linen shirts for men.
Network: A range of garments which
comprises of formal officewear
collection for men and women.
Netplay: A range which showcases
a smart casual collection for the
evolving workplace.
The DNMX: This range has been
developed with a clear focus on
the youth of India, offering them
exclusively crafted fashion garments
like denims, t-shirts etc.
Performax: The specialised sportswear
or activewear brand, which supports
performance in sporting activity.
Graviti: The innerwear range for
men offering the best of inner and
loungewear.
Point Cove: Kidswear brand that
features bold colours bringing the
California spirit to India.