"We aim to quadruple our revenues in next couple of years": Sanjeev Mukhija

In an exclusive conversation with Sanjeev Mukhija, Founder, Breakbounce sheds light on emerging opportunities in streetwear fashion in India.

Tell us about the brand Breakbounce Streetwear including current distribution and journey so far?

 Breakbounce Streetwear was rolled out in the year 2012 to lend a unique and holistic global fast fashion retail experience for Indian Youth. We have positioned ourselves as the only authentic streetwear brand in India that delivers up to the minute-fashion, topped with the finest quality at great value to its community through the widest network of online & offline channels. Breakbounce Streetwear is for the constantly evolving New Gen, who always love to be a “work-in-progress”.

In-terms of online distribution, there has been a strong presence on major online platforms like Myntra, Jabong, Flipkart & Amazon. Currently we have extensive presense with 300 offline doors spanned across Lifestyle, Central, Globus and leading MBOs PAN India.

What is your take on current men’s fashion market in India. Kindly highlight few numbers to quantify the same?

Currently, Brands like Zara, H&M, Forever 21, Aeropostale, etc. are adding up to build up international fashion sense amongst the masses through their campaigns, store outlets & product categories. However, this type of international fashion sensibility is prevailing majorly in Metros & Tier I cities. Retailers should try and focus on expanding their horizons across Tier II & Tier III cities on these trending fashion standards.

What are the biggest operational challenges as far as men’s fashion category is concerned? Breakbounce being positioned as streetwear and a fast fashion brand, the lead time from concept to delivery is high. The cost in delivering High-fashion is high. Due to time constraints in terms of Concept to Shelf (CTS), cost of production is high and time for fresh sell-through is low. India is a nascent market for fast fashion and leading low adoption rate. Thus, we find huge opportunities in this space. 

Who do you see as your biggest competition?

Breakbounce is the only streetwear brand in India. The market will grow if you are willing to offer something unique to the customers. It goes to show that the brand can be very ambitious and there is this huge market waiting for us out there. So, in streetwear section per se, we don’t see any other competitor out there in the market.Going forward with casual wear section of the brand, there are some interesting as well as perennial players in the market that can be challenging as well as exciting.

Going forward, what are your plans to scale up the distribution in online as well as offline space? Are you into franchising or plan?

We are looking forward to open up an experience store in the next financial year. Going forward we are going to enhance consumer experience through our own EBOs. We are also looking forward to create travel retail for the Work-In-Progress Generation. Further we are planning to amplify our distribution scale by reaching out around 500+ doors PAN India. We are looking for like-minded partners to create a franchise network.

At last, kindly highlight your growth plans?

We have aggressive growth plans, we would like to quadruple our revenues in next couple of years. We are focusing to create an exceptional customer experience through our owned and franchised retail. We are enhancing consumer experience at all retail points across all formats. India has the highest amount of youth population, with streetwear being one of the fastest growing category. Here, Breakbounce is strategically positioned to definitely reap benefits out of this future proposition.


Sanjeev Mukhija