Lifestyle company OCM ventures into ready-to-wear products

"We are working on consumer facing qualities such as designs, retail, quality and packaging. We want to be a lifestyle brand and we want to interface with retail more than be a B2B," OCM India Ltd Managing Director and President Nitin Jain told .
Lifestyle company OCM ventures into ready-to-wear products

New Delhi: In a bid to transform itself into a lifestyle company, fabric maker OCM India is venturing into ready-to-wear segment this year by launching of a range of woollen products.

It will launch neck ties, sweaters, shawls, scarves and mufflers and also plans to get into other ready-made garments such as shirts and trousers going forward.

"We are working on consumer facing qualities such as designs, retail, quality and packaging. We want to be a lifestyle brand and we want to interface with retail more than be a B2B. We want to offer larger range of products to OCM customers," OCM India Ltd Managing Director and President Nitin Jain told.

When asked if the company will get into other ready-made garments, Jain said: "We are taking baby steps. We are launching shirtings.

Based on the success and feedback we get this year for our ready-to-wear range, we will look at more ready-to-wear garments like shirts and trousers.

"The company is also launching a luxury range of made-in- Italy suitings fabric this year. "OCM has tied-up with hi-end, super premium Italian mills to being luxury range of suitings in India," WL Ross & Co LLC Managing Director David Wax said.

OCM is a jointly owned company by WL Ross & Co LLC and HDFC Ltd.The company is also working on improving its retail distribution network with exclusive and shop-in-shop outlets.

"We are changing from a textiles manufacturer to a textile retailer. We have a plan of expanding 25 shop-in-shop outlets nationwide. We believe shop-in-shop outlets works better," Jain said.

At present, the company has 5 exclusive outlets in Amritsar, Ajmer, Kota, Ahmedabad and Ambala.

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