In line with its new look, the company is also coming out with a redefined corporate look. ``It's a move in the direction of defining a brand approach and synergising all brand identity,'' said Mr Shiv Raj Kumar, corporate advisor, Mohan Clothing Pvt Ltd.

Having consolidated its presence in the trousers market-the brand has been rated among the top four trousers brand by ORG-the company is now making its first ever foray into men's shirts and women's wear by introducing a sub-brand BlackBerrys Woman. Apart from that, keeping with its innovation and creative strategy, BlackBerrys is also introducing new designs such as formal Khaki trousers, light-weight denim trousers.

The brand hopes to cash in on its strengths: competitive pricing and innovative and creative designs and its ability to forecast fashion. The company has set challenging targets for itself: by the end of the next financial year 2002, it is projecting a turnover of Rs 50 crore and hopes to achieve Rs 100 crore turnover by the end of the year 2003. For the current financial year, it hopes to achieve Rs 22 crore.

To achieve that, the company has set the ball rolling by putting in all the required inputs: firstly, it has invested Rs 6 crore to add 30,000 sq ft work area and increase production of its existing Rs 1.5 crore plant in Gurgaon. Besides, a product design and development department, a customer support manager and an expanded sales and marketing team has been put in place.

To create pull for the brand, the company has increased its ad budget from Rs 1.5 crore to Rs 2 crore for the next financial year and is soon going to launch a new product-driven campaign created by RK Swamy BBDO.

The brand is retailed through 300 retail outlets all over the country and plans to expand it to 400 in 2001.

Interestingly, to showcase its new range before the dealers, the company last week held a four-day dealer meet in New Delhi in a unique way. The entire new collection is being displayed by having a live mini fashion show before each dealer individually. ``The idea is to convince dealers about the new innovative designs and patterns we have used,'' Mr Kumar said. The company will take the exercise to other 11 centres in the next three months and has earmarked a budget of nearly Rs 1 crore on this.