Gini & Jony Targets Mass Market With Day 2 Day

New Delhi: | Updated: Jan 23 2003, 05:30am hrs
Mumbai-based premium kidswear company Gini & Jony Apparel (G&J) is looking at growing by 55 per cent annually in the branded kidswear market. Driving this growth would be its new brand targeted at the mass market called Day 2 Day.

The company is also foraying into new categories to make it a one-stop-shop for kids. While it has already introduced accessories like bags, the company is readying to foray into the footwear segment by summer 2003. The range will be outsourced and priced at around Rs 495. It also plans to add accessories like sunglasses, caps and watches to its range.

Meanwhile, G&J has set ambitious targets for its new brand. Currently being distributed in the North, G&Js new sub-brand Day 2 Day is being targeted at the mass market. Priced between Rs 195 and Rs 695, the new collection, hopes the companys managing director Prakhash H Lakhani would contribute about 35 per cent to its total turnover.

A Rs 60-crore brand owned by Lakhani brothers, Gini & Jony has been growing at 40 per cent annually since the last three years. In the last one year, it has recorded a 55 per cent growth against 20 per cent growth in the kidswear segment.

The company is also beefing up its distribution network up in the North. The company, which has adopted a three-pronged distribution strategy by using exclusive stores, shop-in-shops and multi-brand outlets, plans to add four new exclusive outlets in the North. Currently, it has got 20 franchises, 40 shop-in-shops, 10 factory outlets and around 180 multi-brand stores in about 10 cities.

Future plans include a tie-up with a global kids apparel brand and setting up of another manufacturing unit. At present, the company has a unit at Daman which produces around 60,000- 0,000 pieces per month.