A brand of love: swansind

While la­bels are not top of mind for ev­ery­one, for Man­ag­ing Di­rec­tor A. R. Senthil Ku­mar and his team at Swansind they cer­tainly are. They’have taken their en­thu­si­asm across re­tail stores.

Shoes & Accessories - - Contents -

AR. Senthil Ku­mar is a man who en­joys the chal­lenge of think­ing and re­spond­ing quickly to the traces of a mar­ket­place. The start-up be­gan with a hum­ble set up and has since grown to mul­ti­fold in a short span of time. It’s a com­pany that’s play­ing a sig­nif­i­cant role in a women footwear sec­tor – us­ing tech­nol­ogy to trans­form the sec­to­rial land­scape via so­phis­ti­cated mul­ti­chan­nel mar­ket­ing and trendy of­fers. It’s been quite the jour­ney, and Senthil has been rel­ish­ing the chal­lenges ever since. He shares the brands jour­ney so far with S&A…

Are You Look­ing At In­creas­ing The Store Foot­prints Through MBO’S?

Yes Def­i­nitely, Presently, we are re­tail­ing our prod­ucts through valu­able MBO’S and have achieved the num­bers that we had tar­geted out of them. Also, would like to share that our Brand growth and rep­u­ta­tion has been cu­mu­lat­ing day by day through our MBO’S. We are in talks with cer­tain new chains for ex­pand­ing our busi­ness. Our fo­cus is to add at least 100 re­tail shops through these MBO’S within the next fi­nan­cial year.

Are You Look­ing At Dou­bling The Busi­ness In The Next Cou­ple Of Years As it Widens Prod­uct Port Fo­lio?

We have plans to rope in more MBO’S and in the first phase plan to open our own re­tail out­lets in 60 ma­jor cities of Tamil nadu, Ker­ala, An­dra Pradesh, Te­len­gana, Kar­nataka & Ma­ha­rash­tra to build our brand and pen­e­trate into the mar­ket. Along with it we would plan to of­fer fran­chisees and have tie ups with lo­cal, na­tional and in­ter­na­tional MBO’S. The tar­get is be­tween 100-150 out­lets in the next two years.

Do You Plan To Ex­pand The Brand To A Pure Ca­sual Or For­mal Footwear Brand.

Presently, we would plan to grow only on ca­sual women’s footwear col­lec­tions. The for­mals are in the plan­ning phase and will be in the mar­ket in the near fu­ture. Mean­while, all other seg­ments in for­mals and ca­su­als for girls and women will fol­low.

How Do You Plan To Stay Ahead Of The Curve in this com­pet­i­tive seg­ment?

We need not worry on this too much. We are very com­pet­i­tive on qual­ity, pric­ing and stylingto take on any lead­ing brands in the coun­try. We have leather tan­ning and pro­cess­ing units, a strong team of de­sign­ers both do­mes­tic and in­ter­na­tional who take care on all the as­pects to pro­duce con­sis­tent prod­ucts.

What Would Be Your On­line Strat­egy.

We have a ded­i­cated on-line busi­ness por­tal “SWAN SIND “for B2B and B2C. Our prod­ucts are avail­able at top on­line re­tail busi­nesses like Flip­kart, Ama­zon, snapdeal & shop­clues etc. Strate­gi­cally, we plan to mar­ket our prod­ucts through top 10 on­line re­tail­ers within the next fi­nan­cial year.also, we are mar­ket­ing our prod­ucts via so­cial plat­forms like Face­book.

Are You Work­ing To In­crease Pen­e­tra­tion?

We have suc­cess­fully launched our women’s seg­ment and grow­ing rapidly. We are work­ing onour gen­uine leather prod­ucts to be reach pan In­dia.

What Is Your In­vest­ment Plan-op­er­a­tions As Well As Mar­ket­ing?

Our plan is to romp in lead­ing de­sign­ers from Italy, build the man­u­fac­tur­ing scale and flood the mar­kets with our gen­uine leather for­mal and ca­sual foot wear, since we are al­ready pi­o­neers in the ex­port of fin­ished leather in­dus­try. We have a well-oiled setup right from de­sign­ing to mar­ket­ing and in the process of po­si­tion­ing our brands with the lead­ing man­u­fac­tur­ers of this in­dus­try. On the mar­ket­ing front, our in­vest­ment would de­pend on the de­mand gen­er­ated in the par­tic­u­lar seg­ment­that turns out to be the most suc­cess­ful in the fu­ture.

Who Are The Tar­get Au­di­encesMainly Young­sters-men’s Shoes and If You Look At Ex­tend­ing To Other De­mo­graph­ics What Are The Broad Chal­lenges?

Be­ing an women’s de­sign­ers footwear our tar­get au­di­ences is teen girls to mid-age group women.

Ac­cord­ingly To You, How Has The In­dian Shoe Mar­ket In Gen­eral De­vel­oped In The Last Cou­ple Of Years?

We have seen that more mar­ket­ing is done in the vis­ual me­dia and through on­line re­tail­ers.

How Have You Worked To Keep The Your Brands Buzz Alive?

Our prod­ucts range are to tar­get the mid­dle & low in­come groups. We plan to have many MBO’S as busi­ness part­ners.we have schemes and tar­get seg­ments in place to keep the buzz alive.

What Would Be Your 2017-18 Tar­gets, In Re­spect To Mar­kets, Num­bers & Prod­ucts?

As shared ear­lier, we shall be tar­get­ing re­tail out­lets in 60 ma­jor cities of the south. The tar­get is be­tween 100-150 out­lets in the next two years.

The Present Bud­get Was Aimed To Bring Back Growth In Ru­ral Mar­kets. When Do You See That Com­ing? And Does It Help Your Com­pany?

Yeah Of Course! Yes the present bud­get was aimed to bring back growth in ru­ral mar­kets & it def­i­nitely help our com­pany. Our aim in this seg­ment is to have many MBO’S as busi­ness part­ners.

How did slow­ing growth af­fect your brand ?

Our prod­ucts range are to tar­get the mid­dle & low in­come groups, since foot wear is es­sen­tial prod­uct, the slow­ing in growth might not ham­per the sales. We have schemes and tar­get seg­ments in place to counter this.

To what ex­tent have you cus­tom­ized your prod­ucts keep­ing in mind the tastes and pref­er­ences of the In­dian con­sumer?

Fash­ion and com­fort , pric­ing, brand build­ing etc

How long do you ex­pect to ab­sorb grow­ing raw ma­te­rial prices?

An­other 2 years time the mar­ket would com­mand its jus­ti­fied price, till then we shall work around to reg­u­late & ab­sorb the cost.

A. R. Senthil Ku­mar, Man­ag­ing Di­rec­tor, Swansind

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