The company plans to find shelf-space for the new brand in four southern cities—Chennai would be followed by Bangalore, Hyderabad and Pondicherry - in the next one month, according to Mr Prashant P Palayam, managing director, PGV International. Only after the brand is successful in these markets will the company venture into other markets like Mumbai and Delhi, he said.
The retail distribution of the brand will be done through a combination of exclusive stores—mainly franchisees—and multi-brand outlets. It has already finalised 14 dealer points in Tamil Nadu, Karnataka and Andhra Pradesh.
The company will source fabrics including cross dyed micro silk, Chinese Bengalene, Tow tone and jacquards among other things from suppliers around the world which will be finished and marketed in India. While the manufacture of the garments will be outsourced, the company will be mainly involved in marketing and distribution.
Apart from shirts, T-shirts and trousers, the brand will also include a range of leather accessories comprising wallets, shoes and belts. The BBC knits are priced between Rs 799 and Rs 999, while shirts cost Rs 1,049-Rs 1,199 and trousers Rs 1,149 to Rs 1,499. The accessories and toiletries range from Rs 299 to Rs 999.
The company has appointed HTA to handle the ad campaign for BBC and will use a media mix for the launch.