Global Desi was launched by the House of Anita Dongre in 2003. It is an India-inspired young, colourful, boho-chic brand with global appeal. Any woman wherever in the world she may be – who loves, lives and breathes the vibrancy of Indian prints and influences will find a little bit of herself in this label. The Global Desi collection is predominantly India-inspired and delves deep into its rich heritage of colours, textures and prints to combine them to create an international appeal.
The target consumer for the brand are women in the age group of 18 to 34 years. The ‘global’ girl is experimental, open-minded, fun, energetic, creative and free spirited.
The collection consists of tops, crop tops, pants, denims, leggings, tunics, kurtas, jackets, maxi dresses and shift dresses. It also includes a range of accessories, knick knacks and footwear. The core top selling lines for the brand are maxi dresses, kurtas and tunics.
Global Desi Fall 2017 collection is inspired from the folk tales of Panchantra, ‘the story of the twin birds’, the brand extends the theme with a new logo featuring a beak as an expression to #Voiceyourstyle. The brand gives a modern twist to its silhouettes as it captures the innocence of the birds on fluid and soft fabrics with a mix of styles, cuts, and prints. The colour palette varies from poppy yellows, deep pinks, bright reds, marine blues and monochromes. The collection also gives more than one reason to plan your travel wardrobe with its brand new take on jetleisure styles.
Collection Expansion Plans
The brand has plans to launch many more capsule collections in 2018 while introducing new styles and cuts suitable for the Indian body type.
The brand is currently available at exclusive brand outlets and multi brand stores across the country. Its strongest markets are Mumbai and Delhi NCR. In tier-II markets, the brand is strong in Lucknow, Vadodara, etc. Also, it is one of the leading players on Myntra, Jabong, Flipkart and Amazon, among others, in its category.
Domestic & International Retail Expansion Plans
The primary focus of the brand is to expand domestically. Similarly, it aims at having larger and experiential stores. It will continue to grow through e-commerce business from international markets and take up the right opportunity to expand offline presence overseas.
New at Stores
Global Desi introduced a refreshed retail identity in 2016, which exuded brand’s vibrant persona. The new stores have a renewed visual merchandising plan in place too, which is designed to enhance user’s browsing and trial experience.
Global Desi will soon launch an omni-channel medium in metro cities across the country and it will start with Mumbai city. The omni-channel medium is for the consumers to make their shopping experience seamless. In case they do not find a particular style in the brand’s store, through this channel they will be able to order products online via tab, which then will be delivered to them at their door step free of cost.
Brand Associations & Engagements
Global Desi works directly with a number of top fashion bloggers in the industry to showcase its new launches and flagship stores. The brand actively engages with its 5 lakh+ consumer base which is a part of its loyalty program and also reaches out to its 4 lakh+ followers on Facebook and 80K+ followers on Instagram with updates, new launches and other offers.