PUFF

Business of Fashion - - Brand Watch -

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.

Tar­get Group

The brand is tar­geted at men be­tween the age group of 18 to 50 years.

Prod­uct Bas­ket

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.

Up­com­ing Col­lec­tions

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.

Re­tail Pres­ence

With a dis­tri­bu­tion net­work of 16 dis­trib­u­tors and over 700 re­tail­ers and chain stores, Puff has in­com­pa­ra­ble pen­e­tra­tion into the do­mes­tic mar­ket.

Key Re­tail­ers

Puff’s key re­tail­ers in­clude Pothys, Char­mas, etc.

Mar­ket Ex­pan­sion

Puff is cur­rently ex­pand­ing its dis­tri­bu­tion net­work in East In­dia, Pun­jab and Haryana.

Online Pres­ence

The brand is yet to launch it­self in the online space.

Mar­ket­ing Strat­egy

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+

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