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Cool Col­ors is well on its way to be­com­ing an al­ter­na­tive to main­stream brands in the coun­try

Cool Col­ors aims to break free from be­ing type­cast as ‘just an­other brand’ and is on its way to be­com­ing an al­ter­na­tive to main­stream brands in the coun­try…

With a fo­cus on brand image and con­sumer ex­pe­ri­ence, Bengaluru-based brand Cool Col­ors is mak­ing waves in the South In­dian ap­parel re­tail sec­tor. Cool Col­ors, which of­fers a unique shop­ping ex­pe­ri­ence to pa­trons has a strong net­work of ex­clu­sive re­tail show­rooms across the four ma­jor South In­dian states of Kar­nataka, Tamil Nadu, Andhra Pradesh, and Ker­ala.

The brand is now ma­jor in-roads into the Eastern re­gion of In­dia. Praveen Mutha, Man­ag­ing Di­rec­tor, Bafna Cloth­ing Com­pany – who has over 20 years of ex­pe­ri­ence in the gar­ment in­dus­try – heads the com­pany. In an ex­clu­sive in­ter­view with IM­AGES Re­tail, he talks about the growth, ex­pan­sion and fu­ture strate­gies of Cool Col­ors. Ex­cerpts from the chat…

Tell us about your brand his­tory

Bafna Cloth­ing Com­pany, the par­ent com­pany of Cool Col­ors, has been in the busi­ness of gar­ment mak­ing for over 35 years now. It is con­sid­ered to be one In­dia’s fastest grow­ing gar­ment mak­ers and is now an ISO 9001 com­pany, es­tab­lished as a well-re­spected and renowned brand.

Based in Bengaluru,bafna has a steady pres­ence across In­dia, Sin­ga­pore and UAE along with a wide range of on­line ser­vices as well.

What is the USP of your brand?

We are a shirts brand for men and we de­cide the per­cent­age of our prod­ucts based on our con­sumer pref­er­ences. Cur­rently our man­u­fac­tur­ing breakup is 40 per­cent check-de­sign shirts, 30 per­cent block colours and 30 per­cent printed shirts.

Cool Col­ors, which has ded­i­cat­edly worked on build­ing its brand image, has bro­ken free of the ‘just an­other brand’ im­pres­sion. We are con­sciously work­ing to be­come an al­ter­na­tive to main­stream brands

and not just the im­me­di­ate com­pe­ti­tion. We pro­vide the best qual­ity of clothes at af­ford­able prices to our con­sumers.

What is your cur­rent brand reach?

The brand op­er­ates across lead­ing stores in In­dia, Sin­ga­pore and the UAE, with over 1,200 MBOS and four EBOS. We are also present in large for­mat stores such as Re­liance and Brand Fac­tory. Since we have been ac­tively present in the mar­ket, we have fo­cused on cre­at­ing a strong pres­ence across Tier I, II & III cities.

What in-store ex­pe­ri­ences are you of­fer­ing con­sumers?

The brand evokes in­ter­est among its cus­tomers with an en­gross­ing setup. We make sure that our cus­tomers are com­fort­able and are well as­sisted by ded­i­cated and trained staff to en­sure they make the right pur­chase and go home happy. We fo­cus on giv­ing con­sumers strong in-store pro­mo­tions that help our prod­ucts gain greater vis­i­bil­ity.

Do you have an Om­nichan­nel strat­egy?

We fo­cus on a com­bi­na­tion of tra­di­tional re­tail stores and on­line shop­ping through our on­line part­ners Flip­kart and Ama­zon. This strat­egy has been work­ing well for us, giv­ing us a steady growth, cou­pled with our use of so­cial me­dia mar­ket­ing as a key driver for en­gag­ing cus­tomers and pro­mot­ing on­line sales. The great­est suc­cess still comes from the tra­di­tional re­tail stores where cus­tomers are free to in­dulge in in-store ex­pe­ri­ences.

What are your ex­pan­sion plans? What is your re­tail strat­egy?

We are work­ing on in­creas­ing our dis­tri­bu­tion net­work through a mix of EBOS and MBOS. We have also im­proved our mar­ket port­fo­lio to cater to our con­sumers.

Apart from this, we are be­gin­ning to en­ter into the Eastern In­dia re­tail space, where we have fo­cused our re­sources in un­der­stand­ing the chal­lenges as well as op­por­tu­ni­ties for cre­at­ing a sus­tain­able busi­ness in the re­gion.

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