In a bid to mark presence across segments, Suditi Industries has launched western wear fashion label ‘Nush’ together with film personality Anushka Sharma. In a conversation with License India, Pawan Agarwal, CMD, Suditi Industries spoke about the positioning the company is looking for Nush.
Talk to us about the association with actress Anushka Sharma.
The discussions were going on for last 15 months with Anushka Sharma. At the very onset, we were clear about launching a western line and fortunately, even she was looking to foray into same space. We have done a joint venture with her with a perspective of adding longevity to the association. Initially it is a six year agreement. With Nush, we are targeting the regional large format stores. Shoppers Stop is exclusive at the large format category offline, while Myntra is exclusive for online and we will target shop-in-shop format across the large format retail chains. The bracket of target audiences starts from 16 years and going up to 35 years. Positioned in the mid-premium category, the collection would be priced between Rs. 699 to Rs. 3,999.
You already have brands like RIOT, Indianink, YouWecan. What was the need to launch Nush?
Amongst the brands we have – RIOT is youth centric affordable clothing starting at 599; YouWeCan is an athleisure brand ranging from Rs. 899 to Rs. 3,999; Indianink caters to the ethnic wear segment. We also own rights for Manchester City, Football Club Barcelona. We have signed up with French professional football club Paris Saint-Germain couple of weeks ago. So whatever categories we add in our portfolio are selected carefully. One category doesn’t canalize the other. With Anushka’s NUSH, we intend to tap the western wear category. Each brand that we start, caters to a different segment, we don’t want to clash within.
What kind of revenue are you targeting with Nush?
With this brand, we are targeting at revenue of 100 crores in three years. We are exclusive to shoppers Stop, they are giving us 15 doors and can further look up to 40 doors this spring summer as this is the mid season. In shop and shop across the country, we have tied up with 25 dealers. We already have 40 doors to sell right from the first day and this would only multiply. The line has been well received and there is a lot of excitement in the trade. At first, I believe online would contribute to around 30 per cent of the revenue.
What market potential do you anticipate in a scenario where a lot of brands are operating in the same space as yours?
When you launch a celebrity brand, you open all the doors. This is what happened with YouWeCan. We have been running RIOT for number of years, still there was resistance from the dealers with brands coming up every day. Getting a celebrity opens all the doors; through product quality is the utmost focus. At least retail visibility is guaranteed with celeb power.