Delhi-based brand, Shree deals into ladies ethnic wear. The brand has lucrative opportunities for the franchisees who want to shine in the Apparel biz. Mrs.Ravneet Muttreja, Jt.Managing Director,of Shree, shares the growth of her Brand in India. Expanding the footprint in Metros tier I and II cities and expanding PAN India.
Q1.Can we start with an overview of your group; and what inspired you to start Shree
Cosmic Brands, a division of the prestigious real estate company Cosmic Group, is dedicated towards providing various lifestyle product categories in India and abroad. We’re primarily diversified into three brands: Shree, Hotberries and Dandy. We also run two ecommerce portals – ecosmic.com and indiaemporium.com.
We started Shree to deliver fast-track ethnic fashion to Indian women – fashion that also provides real value for money. Shree also takes inspiration from the balanced modern Indian woman who straddles both work and home with admirable elegance and confidence. Our target audience: working women and housewives
Q2. What has been the most difficult aspect of getting your brand off the ground and how did you overcome that?
Our USP has always been our most pressing challenge as well: churning out more than 60 new designs every month. We’re still trying to overcome that primarily by strengthening our in-house team.
Q3.What product range you offer, and who are your clientele?
We offer a wide range of kurtis, leggings, palazzos, straight pants, skirts, dupattas and more.
We sell our products to all the leading online retailers like Jabong, Myntra, Flipkart, Amazon.in, Snapdeal. Our sales and distribution network also includes 7 EBO’s across Delhi, NCR and Haryana, as well as 100+ MBO’s across the country.
Q4.Shree is available through Leading online retailers like jabong , myntra etc. does the Internet play a large role in the success of Shree?
Yes. We owe a major part of our success to ecommerce and take pride in being one of the best-seller brands in kurti/kurta category across all the leading online retailers in the country.
Q5.What is the Unique Selling Proposition (USP) of the brand? How is your brand different from your competitors?
We focus on providing value fashion and fast-track fashion. Unlike our competitors, we have 12 seasons instead of two seasons, and we launch 60+ new designs every passing month.
At the same time, we make it our business to make our kurtis long lasting and functional – for example, most of our kurtis come with a pocket and have locks at side slits for tear protection.
Q6.when did you decided to go for franchising?
2014
Q7.How many outlets do you have at the moment?
Our sales and distribution network includes 7 EBO’s (of which 6 are franchises) across Delhi, NCR and Haryana at the moment – we also sell across 100+ MBO’s across the country.
Q8. What kind of backend and frontend support you would provide to your franchisees?
At Shree, we provide hands-on support to our franchisees every step of the way – from stock correction to defectives products, from store branding to visual merchandising, from software to marketing, from staff training to discount sharing and more.
Q9. How do you see the future of the industry you are in and what are your future strategies?
Ethnic wear industry is on a bull run – and we expect it grow even more swiftly in the future. Some of our future strategies are:
• Launch company-owned / franchise retail outlets pan India.
• To be projected as a leading Lifestyle & Fashion Apparel Brand providing value for money products.
• Be the leader in women’s daily wear
• Leverage the power of ever-booming ecommerce industry
• Focus on traditional retail market Pan-India. Banking on 25 years old distributor relations of top management
• Adding more distributors across India
• Reach 5000 retail touch points by 2020
• Increase offline sales from current 30% to 60% in future
• Expand sales and distribution network globally
• Leverage the in-house technology know-how of the India Emporium team to accelerate ecommerce growth.
• Ensure digital integration across social, mobile and the web
Q10. Please share the franchise facts of Shree with us.
• Total Investment: 15 to 25 lakh
• Franchise fees: 3 lakhs
• Area Required: 300-500 sq ft
• Royalty:
• Margin: 35 % Gross
• Payback period: Weekly