Apparel Online India Magazine May 1-15, 2019 | Page 47

DOMESTIC UPDATE
Fabric Monde, Sachin's True Blue join hands to
launch ‘handcrafted' shirts
Fabric Monde, a Bangalore-
based start-up, has launched
‘handcrafted’ range of shirts,
in association with True Blue,
a brand promoted by cricket
star Sachin Tendulkar and
Arvind Ltd. The brand has been
working on newer wardrobe
solutions for the modern Indian
male customers and identified
Fabric Monde as its sourcing
partner for the handcrafted
range. “Collaborating with True
Blue and winning their trust
on quality has been a huge
milestone for us in terms of
learning. Many more celebrities
are joining hands with us to
expand our retail presence from
50 plus stores to 500 point of
““This range is our
honest attempt to
revive the dying
spirit of authentic
Indian textile and
the most exciting
part is that these
shirts have some or
the other hand done
element involved in
them.”
– Gaurav Raheja,
Creative Director, True Blue
sale over the next two years,”
said Jyothirmayi D, CEO, Fabric
Monde. The shirts would be
available in the 50 plus True Blue
stores present across the country,
a company statement said.
KKCL buys Desi Belle; also plans to launch
a new brand
Kewal Kiran Clothing
Limited (KKCL), which owns
the popular brands Killer,
Lawman Pg3, K-Lounge,
Easies, Integriti, and Addiction,
recently acquired women’s
brand Desi Belle. Although,
the company didn’t quantify
the amount it invested on the
acquisition. With this, the
retailer has now marked its
foray into the women’s wear
segment, and will now be
focusing more on Tier-2 and
Tier-3 cities.
Planning aggressively, the
Mumbai-based company is
also looking to launch a new
brand – Immortal – to gain the
market share in the low-price
segment, and is also eyeing
to increase the numbers of
distributors across the country
from current 125 to 200. The
retailer has been witnessing
strong sales from the Tier-3
and Tier-4 cities over the past
few years and will be further
expanding the footprint across
India to boost its sales. With
the expansion in these cities,
now the company holds a
strong position in the areas
like Guntur, Begusarai,
Jaypore, Ramgarh, Amaravati,
Ballia and Azamgarh. Most of
its stores are in Tier-2, Tier-3
and Tier-4 cities, where the
company’s ranges of products
are having traction.
“There is a general trend
of people shifting their
online apparel purchases to
ambiance stores to get the
right fit and feel of fabrics.
Moreover, the e-commerce
business is more metro- and
urban-phenomenon, and
managing deliveries in smaller
towns is a cumbersome task,”
said Kewal Chand P Jain, MD,
KKCL. He further added, “The
company has set aside an amount
of Rs. 100 crore for acquiring a
leading kidswear brand in an
attempt to reach smaller towns
with a complete package for the
entire family. The company is
focused on growing profitability
and revenue by widening the
market reach and offering value-
for-money apparels rather than
discounts,” he added. KKCL
currently has 336 retail stores in
210 cities across 25 states. The
Mumbai-based company also sells
on leading e-commerce platforms
in India.
www.apparelresources.com | MAY 1-15, 2019 | Apparel Online India
47