Incorporated in 1989, Mehta Garments Pvt. Ltd. was started by Sumermalji Mehta and today it is amongst the few large branded apparel manufacturers in India. It was one of the few companies in Ahmedabad which had started the revolution in the ready-to-wear garment business. In 1989, the company introduced “Puff” the first denim brand created in India. Innovation has been the hallmark of Mehta Garments Pvt. Ltd. A marriage of design and technology, the company has constantly introduced new fits, finishes and fabrics. The company’s own R&D team working strongly with designers is continually innovating — creating an electrifying array of product lines in a variety of fabrics, washes and cuts, using the latest technology and processes. The company’s own manufacturing and processing set up enables it to have a speedy ‘go-to-market’ time frame, from design to production.
The brand is targeted at men between the age group of 18 to 50 years.
The brand is known for its range of basic denims that come in a variety of fits and washes. In denims, rather than indigos the brand has a lot of pastel colours. Denim commands a share of about 25 percent of the total product portfolio.
Innovation has been the hallmark of the brand since its launch. The brand has constantly introduced new fits, finishes and designs. For the forthcoming seasons too, Puff’s design team is working strongly on creating an electrifying array of product lines in a variety of fabrics, washes and cuts, using the latest technology and processes.
With a distribution network of 16 distributors and over 700 retailers and chain stores, Puff has incomparable penetration into the domestic market.
Puff’s key retailers include Pothys, Charmas, etc.
Puff is currently expanding its distribution network in East India, Punjab and Haryana.
The brand is yet to launch itself in the online space.
The brand takes a 360 degree view in terms of its marketing and promotion. It utilises outdoor hoardings and other forms of advertising. Puff also indulges in door-to-door marketing to reach out to its prospective customers in a particular region.
BRAND UPDATE > Country & city of brand origin: Ahmedabad, India > Number of countries present in: India > Year of brand launch: 1989 > Total number of MBOs:700+ > Number of cities present in: 135+