LEEGEND & CAE­SAR

Business of Fashion - - Brand Watch -

Leegend and Cae­sar are brands of Char­chit Ap­par­els Pri­vate Lim­ited that was started in 1992 in Ahmedabad. The com­pany has very hum­ble roots in the be­gin­ing; it started op­er­a­tions with only 10 sew­ing ma­chines. But over the years, the brand has bloomed into a re­puted name in the denim mar­ket in In­dia be­cause of its qual­ity as­sured prod­uct. To­day, the brand is armed with a man­u­fac­tur­ing unit that houses 200 sew­ing and 50 special ma­chines.

Tar­get Group

Leegend and Cae­sar tar­get the ed­u­cated mid­dle class that is very ex­tremely con­scious about both qual­ity and price.

Prod­uct Port­fo­lio

Both the brands are bot­tom wear brands and denim com­prises of 50 per­cent of each of its prod­uct range.

Top Sell­ing Denim Col­lec­tions

Both Leegend and Cae­sar pro­duce gar­ments with de­signs and qual­ity that do not fade with time. Hence, al­most all the col­lec­tions that these two brands pro­duce en­joy equal de­mand.

Up­com­ing Col­lec­tions

The com­pany be­lieves that the fash­ion el­e­ment in denim has gone down tremen­dously and con­tem­po­rary trends are in­creas­ingly lean­ing to­wards cleaner fin­ishes and looks. In line with this, 70 per­cent of the pro­duc­tion fea­tures sim­ple denim with neat looks. In­digo is a sta­ple colour and both Leegend and Cae­sar of­fer about 5 choices in colour in the in­digo fam­ily.

Key Mar­kets

Kolkata, Gu­jarat, Bi­har, Ut­tar Pradesh and south In­dian states are the strong­est mar­kets of the brand.

Top 5 Re­tail­ers

Vishal Mega Mart, Bazar Re­tail, Chen­nai Silk, Pothys Gar­ments and Anil Trad­ing Com­pany.

BRAND UP­DATE

> Coun­try & City of brand ori­gin:

Ahmedabad, In­dia

> Num­ber of coun­tries present in: In­dia

and South West Asia

> Year of brand launch: 1992

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

`25 crores

> To­tal num­ber of MBOs: 250 +

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