"India promises robust y-o-y growth"

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: Olaf Drubba

Director, Sales, Aigner

India had 1% of the global luxury market in 2007, but can rise 10 times in that many years. That’s what Olaf Drubba, Director, Sales, Aigner, believes, a reason the iconic brand has been an early entrant into the Indian market. “I am pleased and confident about the future” he says. He was in India recently to launch the brand’s first store outside a hotel, at Delhi’s DLF Emporio mall, and the

third overall.

And real estate remains a concern, for this is still not a flagship store. “That will require more space, and we want to have one, but that is still in the future,” Drubba ruefully shakes his head. But he is pleased with the current location, for he feels luxury brands globally move well together, and the crème de la crème of the luxe market are opening stores at the Emporio. For the moment, he plans stores in Hyderabad

and Bangalore.

Educating the prospective consumer about the brand remains a challenge still. “For niche brands like us this is a challenge, as we do not have the right locations,” Drubba says.

“The (lack of real estate) situation was difficult for all brands, and as points of sale were lacking, marketing had to be stronger for us,” is how Drubba assesses the situation. The brand has relied considerably on direct marketing to reach out its audience since its operations started in India in 2004. The company has had an extremely robust year-on-year growth since then, but Drubba cautions over reading of the situation, as he points out that the base was very low to start with. However, he expects a “20-25% growth in the next few years in India”.

While the company is here by the franchisee route, with Genesis Colors, which has also got other brands like Canali, Kenzo and Paul Smith in India, he says the profits should start showing in another two years. He also expresses confidence about the growing consumer base, which is today incorporating the young. And yes, while the horseshoe branded-handbags are visible at an increasing number of social dos for the elite, it is menswear that is the undisputed leader in sales in the country. “Sales are, in fact, comparatively stronger than in the other markets,” he says.