Strong growth in affordable women's-wear segment

 

In a conversation, Vidhi Shah, Creative Director and Founder, b:kind, highlighted their strategy to differentiate themselves from peers.

 

 Kindly throw more light related on your brand’s activities?

 

b: Kind was started nearly five years ago and we offer a wide range of affordable ready-to-wear products for women. Our distribution network includes 250 multi-brand outlets across the country along with tie ups with leading e-retailers, and we also export to the Middle East.

 

Who are your target customers and your marketing strategy to reach them?

Our primary target group is women between 20-45 years, and they are from middle and higher income groups. We are relying on social media along with participation in youth- and–women-centric events to spread greater awareness for our products and activities.

 

 Will you leverage franchising as a growth model?

 

Our products are currently retailed via multi-brand stores, and we will soon launch our exclusive store at Phoenix Market City, Kurla, Mumbai. In addition, we also plan to expand our presence through the franchising model, shortly.

 We are currently growing at 150 per cent on a year-on-year basis and to accelerate this growth, we plan to make in foray in Surat, Ahmedabad and Baroda.

Several international brands are entering the local market via e-retail route. Would this trend pose a threat to the survival of traditional brick-and-mortar chains? 

I would like to emphasise that e-retail and a traditional retail network are complementary in an omni-channel distribution strategy.