Jade Blue - the brand behind Modi Kurta

Tell us about the brand’s journey so far?

Jade Blue, the brand created in 1981, caters demands for men’s formals & casuals and is based out in Gujarat. Being into the market of men’s apparel, we are well aware of the verve of market, the future predictions, colour trends. Talking about Jade Blue, I can say that the any product of this brand has potential to give tough competition to any national or international brand, be it in terms of pattern, colour contrast, quality of fabric.

What is the USP of the brand?

We make trousers according to centimeter scale, while other brands use inch scale. We follow the policy of ‘no compromise’ in terms of quality as well as wearing comfort. For the same, we have our own design studio. Since earlier time, our cost of manufacturing is lower than the top-notch designers; still we bring out the best in quality & design.

What is the consumer behaviour in Gujarat

Fashion first arrives in Mumbai & Delhi among metros, the same way People in Gujarat are. They are very welcoming towards the new fashion and keep a track of latest trends in vogue. Vibrant coloured pants which are seen every now and then these days were accepted in Ahmedabad long ago.

What has been your biggest achievement so far?

During the recently held Pravashi Bhartiya Divas, ‘Modi Kurta’ & ‘Modi Jacket’ were talk of the town. Created around 5 years ago, both the sub-brands have been patented by us. In this state, we are the masters when it comes to ethnic wear with a chain of dedicated consumers.

Our clientele is not just limited to Gujarat, but NRIs and people from different states come down to our stores to satiate their apparel demands ranging from the big bosses in Gujarat, the Adanis to the man behind success of Arvind Mills. We have 13 stores in Gujarat plus stores in Indore, Raipur, Jaipur, Pune, thus making the total count to 20.

What are your plans about store expansion?

We started in 1981 and now we are in 2015, but still I can say that we have just initiated the process of expansion. In retail, one cannot sustain if he limits himself to curtail geographical are. So, expansion is must.

What is your preferred Real Estate choice: high streets or malls?

The flagship store is situated at CG Road Ahmedabad, which is one of the premium retail locations. None of our stores is placed in malls as we prefer high-streets more. Only 4 stores are owned, rest all are rented as we are not into Real Estate. If one to grow in retail, one needs to open stores on annual basis, which is not possible unless stores are rented. 

What drives the success of Jade Blue?

The market of Gujarat is very customer service oriented. We launched store in Pune during Diwali season. We made sure to provide the same customer servicing there as we do her in Gujarat which acted as major attraction to the customers of Pune.

The success rate of our brand can be identified from the fact that despite of so much competition, store opening at every corner and advent of mall culture, we are still growing at quite appreciable rate.