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.
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.
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.
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.
The brand is exploring in boys’ and women’s denim wear under the brand name ‘10 Pound’. The first collection has already been launched.
The brand’s primary markets are Kerala and Karnataka.The brand specially witnessed noteworthy demand from tier -II and -III cities.
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.
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).
> Country & city of brand origin:
> Number of countries present in: 2
> Year of brand launch: 1995
> Total sales turnover in India(FY16-17):
> Total number of MBOs: 450+
> No of Indian states present in: 13