Grasim brand will now be available in tier II, III cities too

Grasim, the men’s lifestyle brand of the Adtiya Birla Group, plans to open a total of 50 outlets by 2016 from the present tally of 12 retail stores. To drive its future expansion growth the company would be targeting tier II and tier III cities.

Grasim Bhiwani Textiles brand manager and vice president Abhijit Ganguly informed that almost 80 percent of their stores would come up in smaller towns.

They would be now focusing on Central India, particularly Uttar Pradesh, Madhya Pradesh, Bihar and Jharkhand.

While Grasim brand is about 15 years old, the company forayed into the ready-to-wear segment only 3 years back; starting from Northern region and later entering Eastern India market.

Currently, the ready-to-wear segment accounts roughly Rs 30 crore turnover of holding company Grasim Industries. In the next 3-4 years it is targeting to touch Rs 100 crore mark.

The ready-to-wear space is broadly categorized under affordable, economy, value, mid-premium, premium and super premium segments. Most super premium brands available in India are of foreign origins.

Besides, Grasim has an agreement with e-commerce portal Amazon to hawk an exclusive range of men’s apparels, which are not available in physical retail stores. Grasim has unveiled its spring summer ready-to-wear collection 2015.

The company wants to establish Grasim as the top national level brand in the affordable and fashionable apparel space in India.