Irony a top manufacturer of brand-name clothing in INDIA, sells jeans and casuals under the Irony Jeans and Irony Trousers names in more than 12 leading cities in the country is now planning to increase the production of cotton trousers for exploring new markets like Uttar Pradesh and others, exclusive bottom wear label Irony, also plans to go online with its range to tap new customers.

According to Venkatesh Yedidha (Venky), Managing Director of Irony, who is looking at funding options to increase production capacity, feels the garment industry is having good growth. Business is increasing in malls as it is shifting from small shops to malls. The main challenge face by the company now is that of production. They need to upgrade their infrastructure, for which capital is needed.

The brand was launched in 1998. The brand collection is with 600 MBOs and they are building strong presence through shop-in-shops. These allow for brand visibility. They are in 10 states, through 10 distributors in Maharashtra, Madhya Pradesh, Kolkata, Guwahati, Delhi, Punjab and Gujarat. The best markets for them are Maharashtra and Gujarat. They retail directly in these two markets. Now they are looking at UP and other areas, where they plan to add some five or six distributors, through them add some 250 MBOs.

The casual market has grown and people want fashion and that is something only casual wear can give them. “Formals can’t. People of all ages these days want casuals, which include jeans and cotton trousers under the segment. But jeans are growing faster than casual trousers.

Irony is known for its cotton trousers and khakis. These include black party wear, half pants, three fourths, chinos and drawstring pyjamas priced from Rs 1,650 to Rs 2,500. Its denim prices are from Rs 1,750 to Rs 2,500. They have a quality product and every two months there is new collection. For winter, Irony has unveiled denim and cotton collection in pastel shades.

But sighting demand for cotton trouser which have become fashionable, the company plans to increase production of cotton trousers.