HARD CUR­RENCY

Business of Fashion - - Brand Watch -

Es­tab­lished by Paresh Chan­dan in Bengaluru in 1995, Hard Cur­rency has come a long way as an ex­clu­sive denim wear brand for men. The brand started on a very small scale with lim­ited man­power and pro­duc­tion ca­pac­ity. In a short span of time, it has grown into a com­pany that is equipped with mod­ern ma­chin­ery and a pro­duc­tion ca­pac­ity of half a mil­lion pieces per an­num. The brand fol­lows a strat­egy of man­u­fac­tur­ing new de­signs round the year in lim­ited quan­tity to main­tain ex­clu­siv­ity and keep up with the rapid changes in trends.

Tar­get Group

Hard Cur­rency pri­mar­ily tar­gets the mid­dle in­come fash­ion con­scious cus­tomers who ap­pre­ci­ate qual­ity prod­ucts. The brand’s cus­tomers fall un­der the age group of 16 to 50 years.

Prod­uct Bas­ket

Pri­mar­ily known as denim mak­ers ex­clu­sively for men, Hard Cur­rency has re­cently started ex­plor­ing jeans for boys and women as well. More­over, the brand has also ven­tured into mak­ing semi-ca­sual cot­ton trousers re­cently but denim still con­tin­ues to dom­i­nate 80 per­cent of its pro­duc­tion.

Core Sell­ing Col­lec­tions

Con­sid­er­ing that the mar­ket has in­creas­ingly be­come price sen­si­tive, Hard Cur­rency’s eco­nomic denim brand ‘10 Pound’ has regis­tered the high­est de­mand.

Up­com­ing Col­lec­tion

For the forth­com­ing sea­son, the brand has in­tro­duced a range of ba­sic fash­ion den­ims tar­geted to­wards the clas­sic fash­ion denim lovers, with more fo­cus on fab­ric and wash and min­i­mal­is­tic de­sign­ing.

Cat­e­gory Ex­pan­sion

The brand is ex­plor­ing in boys’ and women’s denim wear un­der the brand name ‘10 Pound’. The first col­lec­tion has al­ready been launched.

Key Mar­kets

The brand’s pri­mary mar­kets are Ker­ala and Kar­nataka.The brand spe­cially wit­nessed note­wor­thy de­mand from tier -II and -III cities.

Re­tail Ex­pan­sion

Hard Cur­rency has al­ready started busi­ness in many new re­gions this year. Along with ex­pand­ing ge­o­graph­i­cally, the brand is also vy­ing to pen­e­trate the ex­ist­ing mar­kets with its new prod­uct port­fo­lio.

Tech­nol­ogy De­ploy­ment

The brand has in­stalled sys­tems and soft­ware that record all stocks at ev­ery stage of op­er­a­tion. Apart from this, Hard Cur­rency has also changed many meth­ods and sys­tems in­ter­nally to max­imise util­i­sa­tion of re­sources through a sys­tem called Gand­hian Ser­vant Lead­er­ship (GSL).

BRAND UP­DATE

> Coun­try & city of brand ori­gin:

Bengaluru, In­dia

> Num­ber of coun­tries present in: 2

> Year of brand launch: 1995

> To­tal sales turnover in In­dia(FY16-17):

`16 crores

> To­tal num­ber of MBOs: 450+

> No of In­dian states present in: 13

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