KG Denim To Trigger Multi-product Growth

Chennai, September 29: | Updated: Sep 30 2003, 05:30am hrs
KG Denim Ltd, part of the Coimbatore-based Rs 600-crore K G Group, is chalking out a multi-product and multi-segment growth. The company known for its mid-segment Tirgger brand of jeans is launching premium segment apparels by the name Trevi. It will offer a wide spectrum, including non-denim, cottons, twills, casual shirts, accessories etc.

It will shortly tie-up with a reputed foreign garment brand to manufacture and market special products under licence in India.

KG Denim is also launching knitwear, T-shirts and inner wear, to provide complete wardrobe solutions to the highly fashion conscious 18-25 age-group.

According to Mr B Sriramulu, president of K G Denim Ltd, in Trigger we would rermian a focussed brand concentrating on jeans. At the same time we will address the consumers need for non-denim fashion apparel through other offerings under the Trigger brand. But our overall strategy is to build Trigger brand.

The value additions to our garment business would position KG Denim in an advantageous position when the world textile and garment markets will be integrated without quota barriers from 2005, Mr N Rajha Gopallan, head-domestic business, told The Financial Express in Coimbatore.

The strategy is to make maximum number of products under the mother brand Trigger and be close to the customer in every aspect of his garment requirements, he said.

K G Denim now manufactures about 1.5 million pieces high quality fashion garments. Over 40 per cent are exported to the US, Europe and West and Southeast Asia.

Trigger brand of jeans is positioned as a trendy high quality brand extensively available offering the best value. The garments division has 15 offices in the country and two distributors in West Asia and Sri Lanka. Trigger and Trevi brands are brought to the consumers through its 10 exclusive showrooms, (there will be 10 more by March 2004) and over 3000 multi-product garment retail outlets across the country. We will have Trigger Passion Junctions, exclusive space, in 250-300 of these shops making visibility and accessibility to the consumers.

The sales in 2002-03 were over Rs 30 crore and by March 2004, Mr Rajha hopes to sell for Rs 45-50 crore. By 2007 the sales will exceed Rs 100 crore he said.

The exclusive strength of Trigger is its access to the latest in denim, manufactured by K G Denim, ahead of the competition including such foreign brands as Levis, Lee Cooper, Wrangler, Pepe and Lee which buy the fabric from the company.

KG Denim, the second company in India to manufacture denim, now manufactures 25 million meters a a year. About 50 per cent is exported. Sales are around Rs 230 crore a year.

We have formed a Fashion Trend Management Group (FTMG) which will interact with customers in various markets regularly to know their requirements. New products are developed based on the current trends and inputs from designers in the US and Europe, S Rajagopalan, vice-president operations of K G Denim said.