Sim­ply the best brands go global

Shoes & Accessories - - Contents -

go­ing global. for In­dian com­pa­nies record breaker and risks an­other ben­e­fits year 2016 was are po­ten­tial far from new. The in 2016. There The ten­dency is in­crease wit­nessed a dra­matic in­vest­ment has In­dian out­ward economies. ex­pan­sion into ad­vanced for In­dian com­pa­nies’

Un­like China, In­dia is eye­ing coun­tries closer to its shores. Its been ob­served that an in­creas­ing amount of China’s global in­vest­ment is al­ready go­ing into the U.S. – the size of $14 bil­lion in Chi­nese in­vest­ment. Chi­nese firms from a va­ri­ety of in­dus­tries in­clud­ing en­ergy, man­u­fac­tur­ing, and con­sumer goods are all find­ing new mar­kets in ad­vanced economies. It’s time to for In­dian brands too to take a closer look at the over­seas mar­kets.

The dy­nam­ics of In­dia’s do­mes­tic mar­ket have changed­dra­mat­i­cally in re­cent years. Once boom­ing the do­mes­tic mar­ket in many sec­tors has seen that com­pe­ti­tion be­tween other In­dian and for­eign firms is now ex­tremely fierce, mak­ing di­ver­si­fy­ing into mar­kets out­side of In­dia a very vi­able op­tion.in­stead of com­pet­ing on everde­creas­ing profit mar­gins in a highly com­pet­i­tive do­mes­tic mar­ket, In­dian firms are seek­ing to ac­cess the world-class tech­nol­ogy over­seas. With the lat­est tech­nol­ogy, the firms are able to of­fer a bet­ter prod­uct or ser­vice than their do­mes­tic com­peti­tors at a higher profit per unit.

Trans­lat­ing in­ter­na­tional as­pi­ra­tions to in­ter­na­tional busi­ness ex­e­cu­tion re­quires hav­ing the right global man­age­ment tal­ent – both on the ground in over­seas mar­kets and back home in In­dia at head­quar­ters. There is no In­dian com­pany that has made this tran­si­tion bet­ter than In­fosys, a top IT firm.

Here we share de­tails of a few com­pa­nies’ who have pushed to go global :

fbb

Kishore Biyani’sf­b­bis one of first In­dian re­tail brand to ven­ture over­seas. In an in­dus­try­first, Kishore Biyani pro­moted Fu­ture Group is tak­ing its fast fash­ion ap­parel re­tail brand ‘ fbb’ over­seas.the re­tailer has en­tered into an equal joint ven­ture with Oman-based busi­ness con­glom­er­ate Khimji­ram­das (KR) LLC to open ex­clu­sive ‘ fbb’ stores in Oman.”we thought of get­ting into a re­gion around us for ex­plor­ing in­ter­na­tional for­ays and hence ze­roed in on Oman. There are a lot of re­tail­ers who have come from that re­gion into In­dia and I think it’s time for some­body to go in that re­gion. That’s the op­por­tu­nity we have been look­ing for and have found the right part­ner to ex­pand our busi­ness,” said Kishore Biyani, group CEO, Fu­ture Group, adding that fbb will be nearly 70% of the cloth­ing it sells cur­rently in In­dia.

The joint ven­ture, KR Fu­ture Fash­ions LLC, will see the part­ners in­vest a to­tal ` 150 crore in the busi­ness. While 4-5 fbb stores will be launched ini­tially, the plan is to take the num­ber to 17-18 stores over a pe­riod of time. The first fbb store is likely to get op­er­a­tional in the first quar­ter next year. In­ter­est­ingly, Biyani will also adopt a dif­fer­en­ti­ated pric­ing strat­egy for the Oman mar­ket, wherein the ap­parel will be sold at prices that are lower than in In­dia. Nailesh Khimji, di­rec­tor, Khimji Ram­das LLC, said, “We want to add to our strengths, which is dis­tri­bu­tion and lo­gis­tics in Oman, and get ap­parel re­tail­ing ex­per­tise from the Fu­ture Group to form a com­pany that will be strong in both ar­eas. Once we feel, Oman has achieved the ex­pected key per­for­mance in­di­ca­tors (KPIS), we will start look­ing at ex­pand­ing into the re­gion in­clud­ing all the Gulf coun­tries.”

Fu­ture Group will also be lev­er­ag­ing KR Group’s lo­gis­tics and dis­tri­bu­tion ex­per­tise (in Oman and Gu­jarat) to sell its fast mov­ing con­sumer goods (FMCG) prod­ucts there – KR LLC op­er­ates 75 su­per­mar­kets un­der brands like SPAR, Khimji’s Mart etc while also dis­tribut­ing prod­ucts from P&G, Bri­tan­nia, Amul, etc. “We are look­ing at adding Fu­ture Group’s food and FMCG brands on our dis­tri­bu­tion net­work as well,” said Khimji. The over­all plan is to even­tu­ally ex­pand the ap­parel re­tail op­er­a­tions as well as FMCG dis­tri­bu­tion across the GCC and MENA re­gion in the years to come.

Biyani sees the fash­ion space as a huge op­por­tu­nity in and out­side In­dia and hence started look­ing at mar­kets in­clud­ing Sri Lanka, Bangladesh and UAE for the in­ter­na­tional foray. By next year, the com­pany is tar­get­ing to sell close to 30 crore gar­ment pieces and has a tar­get of sell­ing 100 crore gar­ment pieces over the next four to five years.”that can only hap­pen if we spread our wings. We cur­rently op­er­ate in 27 out of 29 states in In­dia. I be­lieve, for­ay­ing into the UAE re­gion is a huge op­por­tu­nity and we will use this as a step­ping stone to en­ter other ge­ogra­phies like Africa,” Biyani said, adding that the group’s cloth­ing busi­ness in the cur­rent fis­cal will be around ` 12,000 crore, in­clud­ing fbb, Cen­tral and other ap­parel re­tail­ing for­mats, and it can touch around 50,000 crore once the tar­get of 100 crore gar­ment pieces is met.

Wood­land

Wood­land, the maker of footwear, ap­par­els and ac­ces­sories, has formed a part­ner­ship that will al­low it to sell prod­ucts in about 5,000 re­tail out­lets in China. In a move aimed at glob­al­is­ing its brand, Wood­land has tied up with Aokang In­ter­na­tional to sell footwear man­u­fac­tured at its plants in Hi­machal Pradesh, Ut­tarak­hand and Ut­tar Pradesh at the Chi­nese com­pany’s multi-brand out­lets.

In the first phase start­ing in May, Aokang, which has over 5,000 brand stores and owns five footwear brands, will stock Wood­land shoes in 150 out­lets. “Af­ter test­ing the mar­ket with 150 stores, we shall scale up stocks by Septem­ber and be avail­able in Aokang stores across China,” said Harki­rat Singh, man­ag­ing di­rec­tor at Wood­land. Wood­land will step up pro­duc­tion at all three man­u­fac­tur­ing units and plans to in­vest 15%-20% of its an­nual rev­enue — `. 1,200 crore in 2016-17 — to man­u­fac­ture footwear for the Aokang stores. Wood­land al­ready sells its prod­ucts in about 1,000 stores glob­ally, in­clud­ing in Hong Kong, Rus­sia and Dubai. That fig­ure will in­crease to 6,000 stores once it starts sales at all Aokang stores.

“The col­lab­o­ra­tion helps Aokang to ex­pand ex­ist­ing busi­ness scope and chan­nels,” said Zhen­tao Wang, chair­man at Aokang In­ter­na­tional. “It is also good for the com­pany’s long-term plan­ning and de­vel­op­ment needed to grow in the global mar­ket.” Wood­land will also of­fer Aokang footwear at its out­lets in In­dia and its on­line plat­form. The com­pany plans sim­i­lar col­lab­o­ra­tions in some South African coun­tries and Canada.

Hidesign

Hidesig­nis re­fo­cus­ing on over­seas mar­kets. In­dia’s con­sumer mar­ket is get­ting in­creas­ingly con­scious by the day about what it totes. As­pi­ra­tional brands, such as Hidesign, are striv­ing to carve a niche for them­selves in In­dia while fo­cus­ing on im­prov­ing their pres­ence in the global mar­ket. Un­til year 2000, Hidesign as a brand was pri­mar­ily fo­cused on the in­ter­na­tional mar­ket. This was also the time they started open­ing stores be­cause they couldn’t find dis­trib­u­tors in In­dia, even though there were a lot of es­tab­lished dis­trib­u­tors out­side In­dia. As a re­sult, the brand grew more di­rectly and or­gan­i­cally in In­dia.

How­ever, now again Hidesign is re­align­ing its fo­cus back on the in­ter­na­tional mar­ket. The brand has been re­launchedin Amer­ica and UK. Ear­lier, the brand had al­ways been present in these coun­tries, but through dis­trib­u­tors. Also, it shall is en­ter­ing coun­tries such as Dubai and Oman in the Mid­dle East and also for­ay­ing into Africa - Kenya and Congo,as these are coun­tries that are go­ing through sim­i­lar type of growth tra­jec­to­ries In­dia has al­ready been through. There is an as­pi­ra­tional qual­ity to the brand in these mar­kets and un­like Italy and other mar­kets which are al­ready sat­u­rated these mar­kets are more open to new brands. Hidesign re­cently sent up ex­clu­sive stores in Hanoi, Ho Chi Minh City and Jo­han­nes­burg and plans to ven­ture in the US.

In­dia is the largest mar­ket, con­trib­utes be­tween 75 per­cent and 80 per­cent of our rev­enue fol­lowed by the U.K., Aus­tralia and the USA. Al­most 20 per­cent of our in­ter­na­tional busi­ness comes from the U.K. alone. In In­dia, Hidesign has 74 ex­clu­sive dis­trib­u­tors and 150 shop-in-shops.

RED TAPE

1979, That was the year when the Com­pany now known as Mirza In­ter­na­tional was founded un­der the name of ‘Mirza Tan­ners Pri­vate Lim­ited’ by Mr. Ir­shad­mirza and Mr. Rashid Mirza. Dur­ing this phase, Mirza In­ter­na­tional took a sig­nif­i­cant leap, by ven­tur­ing into newer ar­eas which were ex­ten­sions of its ex­ist­ing com­pe­ten­cies. The glob­al­shoe mar­ket was then look­ing upon out­sourc­ing of leather footwear in a big way. To take ad­van­tage of this op­por­tu­nity, Mirza In­ter­na­tional di­ver­si­fied into man­u­fac­tur­ing of shoes. Very swiftly, five state-of-the-art man­u­fac­tur­ing units were setup across Un­nao, Noida and Greater Noida.hav­ing made a foothold in the footwear busi­ness, Mirza In­ter­na­tional quickly re­or­ga­nized it­self by set­ting up in-house de­sign and de­vel­op­ment stu­dios, mar­ket­ing of­fices and a strong dis­tri­bu­tion and lo­gis­tics net­work. Af­ter suc­cess­fully re­or­ga­niz­ing it­self, the Com­pany moved a step ahead of oth­ers by launch­ing its own brands ‘Red Tape’ and ‘Oak­trak’.

To­day, Red Tape has emerged as the one of the most stylish life­style brands avail­able. Through strong em­pha­sis on qual­ity, de­sign and crafts­man­ship, the brand is highly suc­cess­ful in the ma­ture west­ern mar­kets of UK and USA, apart from hav­ing a strong do­mes­tic mar­ket.hav­ing firmly es­tab­lished its prod­uct lines and mar­ket ge­ogra­phies, the Com­pany spread its wings to sev­eral other coun­tries through its mar­ket­ing com­pa­nies and net­work­ing as­so­ciates. Some of the coun­tries where the Com­pany prod­ucts have a sig­nif­i­cant pres­ence are UK, USA, Ger­many and France.

Da Milano

Da Milano, a nearly three-decade old high end leather ac­ces­sories brand has launched its first ex­clu­sive store at the world’s most cov­eted shop­ping des­ti­na­tion, Dubai. Spread across an area of 2,500 sq.ft. at the shop­per’s par­adise, Ibn Bat­tuta Mall, the bou­tique has been cus­tom de­signed keep­ing in mind Da Milano’s unique style and cre­ative aes­thet­ics with the lat­est tech­ni­cal know-hows and an am­bi­ence that ex­udes lux­ury. The store will re­tail both Da Milano and Rosso Brunello fall­ing un­der the house of the Da Milano group.

Hold­ing a sig­na­ture medal­lion of Da Milano, the bou­tique car­ries the lat­est Spring Sum­mer’17 col­lec­tion along with the brands sig­na­ture styles. From hand­bags, travel, and busi­ness es­sen­tials to footwear – a com­plete range of life­style prod­ucts is on dis­play. An ex­ten­sive col­lec­tion of small leather goods is also show­cased in­clud­ing wal­lets and belts. Talk­ing about the ex­pan­sion, Man­ag­ing Di­rec­tor, Da Milano Group, Sahil Ma­lik said, “It was just a mat­ter of time. Clients from across con­ti­nents have been yearn­ing for the brands pres­ence in global re­tail des­ti­na­tions. The Mid­dle East is a fast grow­ing and emerg­ing mar­ket and holds im­mense growth op­por­tu­ni­ties and we plan to ex­pand to an­other 10 stores within the next 15 months.”open­ing its hori­zons fur­ther to elite and cos­mopoli­tan con­sumers who ap­pre­ci­ate fine crafts­man­ship, the group launched an­other ex­clu­sive store in Dubai at Bur­j­man Mall. “Not only will we en­dear them with the renowned Da Milano qual­ity, we will serve them with a sub­lime re­tail ex­pe­ri­ence”, as­sured Sahil Ma­lik.

re­cently PRO spe­cial­ist lead­ing menswear its Hamee­dia, Sri Lanka’s range through­out pre­mium shoe care in­tro­duced the PRO by lead­ing man­u­fac­turer Sri Lanka de­vel­oped re­tail net­work in range of prod­ucts shoe Care, the PRO and ex­porterm.v. qual­ity clean­ing and easy-to-use, high ev­ery of­fers cus­tomer’s on to step out in style that en­able them is shine so­lu­tions care brand that a cut­ting-edge shoe oc­ca­sion. PRO is strong re­tail pres­ence cus­tomer base and care at­tract­ing a loyal In­dia, the PRO shoe asian re­gion. In across the south in­clud­ing lead­ing in over 1200 out­lets first sri range is avail­able Hamee­dia is the and fash­ion stores. on­go­ing footwear re­tail­ers Lanka, as part of its bring PRO to sri Lankan brand to and of­fer cus­tomers its prod­uct port­fo­lio ef­fort to strengthen in shoe care. the very best so­lu­tions of PRO shoe ex­clu­sive distrib­u­tor Hamee­dia is the PRO se­lec­tion 23 unique sri Lanka and a care­prod­ucts in Man­sion and other found at the en­voy prod­ucts can be was es­tab­lished is­land-wide. Hamee­dia in sri Hamee­dia out­lets a fash­ion­able brand grown to be­come un­der in 1949 and has cus­tom tai­lor­ing for their high qual­ity Lanka. Renowned clothes for gen­tle­men, an­dready-made of the Be­spoke cat­e­gory house a col­lec­tion brand re­tail stores Ray­mond, the Hamee­dia multi- en­voy, sig­na­ture, brands Le Bond, 30 out­lets qual­ity menswear a net­work of over to name afew. With Lee and adi­das Hamee­dia ex­pe­ri­enced team and a large and across sri Lanka also ex­panded glob­ally pres­ence and has has a strong lo­cal Mal­dives and aus­tralia. with out­lets in the in­tro­duced to the the range be­ing Com­ment­ing on and Man­ag­ing Ke­tan Vyas, Founder sri­lankan mar­ket, ex­cited to part­ner Care said: We are di­rec­tor - M. V. shoe Group, and with the Hamee­dia pro­fes­sion­al­ism as well with their have been im­pressed ca­pa­bil­i­ties. net­work and dis­tri­bu­tion as their strong sales will change prod­ucts and ser­vices this range of new shoes and leather take care of their the way con­sumers the reach and the has the rep­u­ta­tion, goods. Hamee­dia in this is needed to de­liver com­mit­ment that V. shoe Care Head of sales - M. Lokesh Cho­pra, mar­ket for us as it is an im­por­tant added: “sri Lanka are re­tail sec­tor. We fast growth in the is ex­pe­ri­enc­ing Hamee­dia Group, to part­ner with the ex­tremely happy re­tail stan­dards. for set­ting lux­ury which is known PRO prod­ucts and the ad­di­tion of the We be­lieve that will pro­vide Hamee­dia port­fo­lio, ac­ces­sories to the the Care and con­sumers with dis­cern­ing sri Lankan en­sure the dura­bil­ity that they need to clean­ing so­lu­tions with the tech­ni­cal I am also im­pressed who of their footwear. Hamee­dia team, en­thu­si­asm of the com­pe­tency and as ex­cep­tional sup­port prod­ucts, as well that de­liver top-notch this is a great part­ner­ship, ser­vices to all cus­tomers. to the next level.” take our brand PRO will en­able us to of­fers eight fo­cused range of prod­ucts the PRO shoe care called Clean, Care, and leather care cat­e­gories for shoe ac­ces­sories. Fresh, pro­tect and Color,shine, Re­new, Cus­tomer­scan con­sult

Fabindia

Fabindia a well In­dian bran­dis mak­ing in­roads in highs streets and malls of Europe, US and the Far East. Fabindia has made a pres­ence in Italy, Dubai and Sin­ga­pore. Fabindia’s Sin­ga­pore store started in Jan­uary this year.

What’s mak­ing the brand click is the In­di­an­ness, unique­ness and rich de­signs, fabrics and colours of In­dia. For Fabindia most of the global out­lets are ei­ther joint ven­tures or with a lo­cal part­ner. Last year, Fabindia too fully ac­quired Uk-based women’s wear and jew­ellery re­tailer EAST, in which it had been in­vest­ing in stages since 2009.

A sign above one of the shops on Via del Banco di Santo Spir­ito in Rome will have most In­dian passers by star­ing hard in sur­prise. It reads: Fabindia.

“In spite of the re­ces­sion in Europe, our store in Italy con­tin­ues to at­tract crowds,” says Wil­liam Bis­sell, Man­ag­ing Di­rec­tor, Fabindia. “It is won­der­ful to have a pres­ence in one of the fash­ion cap­i­tals of the world.” He is equally gung ho about the two other stores. “Sin­ga­pore and Dubai are im­por­tant mar­kets not be­cause of In­dian di­as­pora there, but be­cause they are in­ter­na­tional shop­ping hubs, with con­sid­er­able tourist traf­fic.”fabindia has ‘Euro­pean’ sizes in clothes for its shops, and also es­chews such la­bels as ‘hand wash’ for any items, since the very con­cept of wash­ing by hand has been for­got­ten in the West.

Shahnaz Hu­sian

Hu­sain Beauty brand Shahnaz in­clud­ing has a host of stores, of Lon­don and one in the heart is­land of an­other on the Greek Mykonos. be­yond Hav­ing set up shop now look­ing In­dia, the bran­dis re­tail at in­creas­ing their for ex­am­ple, pres­ence. Hu­sain, ex­clu­sive opened four more year, all of re­tail out­lets last very them in places where Minsk in few In­di­ans ven­ture: Peru, Mos­cow Be­larus, Lima in in Rus­sia. and St Peters­burg out Though they ven­tured them have long back, all of in re­cent markedly ag­gres­sive for­mula years. In­dian-ness for Shahnaz has worked well prod­ucts, most Hu­sain’s beauty Ayurvedic of which have an to sell base. “We are try­ing in our a whole civ­i­liza­tion Hu­sain.”i jars,” saysshah­naz to Khurja to per­son­ally went de­signs inspect the pot­tery in which we and chose the jars says pack­age our prod­ucts,” (Khurja in Shahnaz Hu­sain. a pot­tery Ut­tar Pradesh has cen­turies.) tra­di­tion go­ing back

Stress­less

brand en­tered the Stress­less shoe a cou­ple of years Euro­pean mar­kets it has built a ago and since then for its prod­ucts. strong loyal base of­fer­ing in­spired Stress­less is an of yoga that aids by the an­cient art bal­anc­ing in nat­u­rally counter the stress. Crafted with stylish finest leather, these mus­cles to shoes re­lax the com­fort pro­vide op­ti­mum and re­lax­ation. Breath­able feet socks cush­ion your in ef­fec­tively and help hor­mones re­duc­ing stress and to calm your body and soul. Yogic flex­i­bil­ity soles sturdy grip­ping Shoes make Stress­less of the per­fect ex­am­ple Ishan Hy­brid Tech­nol­ogy. Al­berto Sachdeva, Di­rec­tor strive to tor­resi says , “We ahead al­ways be one step be­lieve of the times. We shoe has that the per­fect It is this not been in­vented. that pos­i­tive dis­sat­is­fac­tion com­pels us to con­stantly im­prove upon our the first footwear. We are ad­vanced com­pany to use in ath­letic tech­nolo­gies achieve ca­sual shoes to light­weight com­fort, to and the first com­pany com­fort en­gi­neer walk­ing in dress and ca­sual shoes.” The com­pany’s pro­duc­ing Com­mit­ment to are top qual­ity prod­ucts a re­sult of in­no­va­tion, re­search and de­vel­op­ment around of the lat­est trends the world.

bazaar fash­ion at big STITCH­ING GROWTH in­clud­ing fbb, will be ` 12,000 crore, in the cur­rent fis­cal cloth­ing busi­ness ▶ ▶ Fu­ture Group’s pieces is met crore gar­ment Cen­tral for­mats of 100 once the tar­get around 50,000 crore ▶ ▶ It can touch

Wood­land

hidesign

Red tape

da milano

PRO

FABINDIA

stress­less

Shahnaz Hu­sian

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