Indus Clothing Plans Marketing Tie-up With DuPont

Mumbai: | Updated: May 23 2003, 05:30am hrs
Indus Clothing Ltdsole licensee of Vivat Plc UK for distributing LeeCooper apparel in Indiais planning to enter into a joint marketing tie-up with DuPont soon, Indus Clothing Ltd managing director Harpratap Singh told FE.

According to Mr Singh: Vivat Plc UK already has a tie-up with DuPont, US, which makes lycra-based fabrics as part of its Flexease collection. With the move, we hope to spur the volume growth of lycra-based fabric apparels from 15 to 30 per cent within a year in India.

As part of its retailing strategy, Indus Clothing is planning to expand the number of exclusive outlets called LeeCooper from 4 to 16 across all major metros within a year. At present, the company has four exclusive LeeCooper stores spread across Delhi, Chandigarh, Bhubaneswar and Mumbai. Within the next two months, we will set up two outlets in Kolkata and Dehradun, adds Mr Singh.

According to Mr Singh: The objective behind the move is to provide total brand experience to customers and with exclusive stores the brand can communicate with loyal customers better. The exclusive stores will be contemporary in nature and stock the entire range available internationally as well.

The company also hopes to beef up its distribution network by an additional 15 per cent within a year. At present, the company has a strength of around 400 dealers across the country. At present, we have around 20 shop-in-shops in premium retail outlets and malls in major metros. We will soon be expanding them depending on the revenues retailers are able to generate, he says.

Indus Clothing is also planning to foray into the watch segment and introduce LeeCooper range of watches in the Indian market. It will supplement its jeanswear range with the launch of accessories such as belts, caps and bags, among other things.

To manufacture LeeCooper range of watches in the Indian market, we are looking at partnering leading watch manufacturers, he adds.

According to Mr Singh, the company hopes the new initiatives to contribute an additional 22 per cent to its overall sales within a year.

Says Market Search India Pvt Ltd CEO Sundar Rajan: Lycra fabric has not been very popular with the masses. Hence, it is an interesting move by Indus Clothing Ltd to popularise the fabric by launching new marketing and retailing initiatives.