Established by Paresh Chandan in Bengaluru in 1995, Hard Currency is a denim wear brand for men. They started on a very small scale with limited manpower and production capacity. Within a short span of time they grew into a company, which is well equipped with modern machinery and a production capacity to produce half-a-million pieces per annum.
Brand’s core audience
Hard Currency primarily targets 16 to 50 year old, middle-income men who are fashion conscious and appreciate quality products.
Present product portfolio
The company is primarily known as denim makers exclusively for men under two brand names - Hard Currency and 10 Pound. 100 percent of their portfolio constitutes bottom wear.
Change in demand in denim over the past year or two
In the last two years the market has become very price sensitive and unpredictable. There has been considerable demand for the coloured denims.
Top selling denim collections
The brand’s top selling items are their coloured denims and ankle fit jeans. The market seems to be saturated with the blues and hence, colours are doing very well.
New denim collections planned for the forthcoming season
Hard Currency is working on introducing a youth oriented collection with bolder designs like biker denims, doodles, paneled and specially washed denims. Apart from this they are also working on new developments in coloured denim with respect to washes.
Primary markets and retail presence
The brand’s primary markets are
Kerala and Karnataka. They have a very popular retail presence in both the states. Tier -II and -III cities have also shown great response.
Plans for exploring new markets
Hard Currency continues to grow and evolve as a true lifestyle denim brand. They have already started business in many new regions this year. Along with expanding the regions, they are also planning to penetrate into the existing markets with their new product portfolio.