Established in 2003 with just 2 stores, Sabhyata has 40 stores all over the country, alongside exporting throughout the world. Expanding at a scale of launching of at least two stores every month, the brand aims to reach a turnover of Rs 100 crore by the end of this fiscal year, revealed Anil Arora, Co-founder, Sabhyata.
What Potential do you see in ethnic wear market?
There is a huge potential in this segment. The market is currently growing at 15-20 per cent per annum and is dominated by women’s ethnic wear segment which contributes 83 per cent to the total market, followed by children’s and men’s ethnic wear with shares of 9 per cent and 8 per cent, respectively.
What are your plans for expansion?
As a part of our expansion plan, we are aiming to touch Rs 100 crore in revenue by March 2017 and are hoping to double this number to Rs 200 crore by 2018. We are opening two stores every month. There is a huge demand for traditional wear in southern parts. Therefore, we are targeting southern and eastern parts of the country particularly Kerala, Chennai and Guwahati for the expansion
What are your Omni-channel strategies?
Today, there are a number of platforms to sell ethnic wear for men and women. However, the biggest problem involved with them is high market place commission and low profits margins. That’s one of the reason we have stopped selling apparels through online marketplaces except for Jabong and are launching our fully functional e-commerce website to sell our products in next two months. This is a part of our omni-channel strategy.
What are your strategies for distribution?
Our various strategies for distribution include distribution through E- commerce, Franchises, Agents, Retail stores expansion and Export. Our target market is majorly women centric and we are looking for distribution in tier 2 and tier 3 cities as well with new stores in those areas. 80 per cent of our stores are company-owned, rest are franchised. We also distribute UAE Middle East, Singapore and Malaysia. Apart from this, we are extending our distribution channel to Bengal, North-east and Southern markets as well.
Talk to us about plans to penetrate into tier II and tier III cities
We are extending our footprints into tier II and III cities such as Rohtak, Dehradun and more. We aim to tap the unbranded local market and the youth segment of tier II and III cities. The market is still dominated by unbranded and un-organized sectors in the countryside and we have plans to tap the segment with our unmatched quality and reasonable price range. Our apparels are priced at a starting range of Rs 499 which is not only affordable but is also well suited for Tier II and III market.