What is the rationale behind foraying men’s wear line?
I lost my dad at 19 and I couldn’t pursue further studies. I always wanted to do something big in life; however I worked with a videocassette recording company for a few years. I had no money but I always had a flair for fashion and a passion to make it big in life. I felt that there was a huge gap for fashionable clothing in menswear at the time. So I borrowed 10000 bucks from my maasi and took the plunge.
What is the current footprint of Mufti in the online as well as offline space?
Mufti currently retails through 270 EBOs (Exclusive Brand Outlets) pan India, 1200 MBOs (Multi-Brand Outlets) and 110 LFSs. (Large Format Stores like Shoppers Stop and Central) and Online (present on all major ecommerce platforms including its own website)
What are the plans to scale up the distribution?
We are very content with the current distribution family we have for our garment category. But, we are looking at the huge gap in the casualwear segment of footwear in India, we have launched footwear in the ‘Sports lifestyle’ and ‘Casual lifestyle’ segment recently. We intend to partner with experienced distributors and retailers who will help us reach the end consumer. We launched / revealed footwear to the industry and trade partners at the exhibition held in Mumbai in July 2018.
How do you assess men’s fashion market in India? According to you, what are the major challenges of men’s fashion retailing in India?
Men or most customers today respond more to their peer groups than to their elders or accepted leaders. The customer was never easy to handle and if anything is an even greater enigma today. Having said that, we believe we have ‘’measured’’ our customer and achieved the ability to satisfy him despite the plethora of choices that he is faced with.
Kindly shed light on current retailed categories?
We are currently retailing Shirts, Jeans, Trousers, T-shirts, Outer-wear (Jackets, Blazers, Sweaters, Sweatshirts) and Footwear.
Who do you see as your biggest competition?
International players like – Levis, Pepe, Lee, Wrangler, Jack-n-Jones and domestic player - Spykar.
What kind of marketing initiatives you have taken to promote your new line?
We have recently announced our first ever brand ambassador in 20 years - KartikAaryan.
At last, kindly highlight your expansion plans?
We have aggressive plans but we believe in biting as much as we can chew. We will venture into associated ranges but we will “Make haste slowly”.