Mandhana,Being Human Foundation to expand market using franchise route

Mandhana Industries Ltd, a vertically integrated textile and garment manufacturing company which partners actor Salman Khan’s Being Human Foundation plans for deeper access into domestic and international markets using the franchise route. It will manufacture and market the Rs 300 crore Being Human clothing brand, It already has a licensing agreement with the foundation for a global presence.

Manish Mandhana, Managing Director, Mandhana Industries, said that they have aggressive growth plans as they want to become a complete family clothing brand, and grow 40-50 percent per year until 2020. They will be available at over 2,000 outlets in India and abroad, compared to 700 now. International sales in 16 countries contribute 25 percent of Being Human’s revenue.

Mandhana will also add new products to its portfolio from April with the introduction of a boys wear line and a sportswear sub-brand called Being Active. Between 8-10 percent of the Being Human sales revenue goes to the foundation. In the next three months, it will demerge its retail business and hive it off as Mandhana Retail Ventures to add more brands and scale up business.

This year Being Human will flag off a store in France, in addition to one in Mauritius and two in Nepal, where it already has one.

The Being Active clothing line is aimed at the fitness market, currently dominated by Puma and Adidas. Their first year sales target is Rs 50 crore, Mr Mandhana said.

In 2012-13, Being Human was a Rs 60 crore revenue brand. By 2014-15, sales risen to Rs 235 crore, and this year, it will clock in Rs 300 crore in retail earning. Over 10 percent of the total revenue comes from online sales.

Mandhana plans to expand their yarn dyeing capacity to 3 million kg per annum, their weaving capacity to 30 million meters, their processing capacity to 51.6 million meters and garmenting capacity to 14 million pieces per annum.