ITC Goes On­line for Life­style Biz Growth

New Growth Chan­nel To launch prod­ucts un­der John Play­ers brand for ecomm

The Economic Times - - Business Of Brands - Wri­tankar.Mukher­jee @times­group.com

said the move is prompted by the suc­cess on ecom­merce plat­forms such as Myn­tra, Flip­kart and Snapdeal

these chan­nels has dou­bled the growth rate of John Play­ers to over the pre­mium Wills Life­style busi­ness

around 10% of rev­enue for ITC’s life­style re­tail busi­ness is gen­er­ated from on­line sales which would grow up to this fis­cal Kolkata: The di­ver­si­fied ITC group is em­brac­ing the on­line mar­ket­place route to push its life­style re­tail busi­ness, es­pe­cially its ap­parel brand John Play­ers, which it plans to ex­pand into newer cat­e­gories.

Atul Chand, ITC’s chief ex­ec­u­tive for life­style re­tail­ing busi­ness, said the com­pany is con­sid­er­ing in­tro­duc­ing the John Play­ers brand in cat­e­gories such as footwear, eye­wear, back­packs and bags, all of which will be sold through on­line mar­ket­places.

The com­pany said the move is prompted by the suc­cess that the John Play­ers brand has had in on­line sales through Myn­tra, Flip­kart and Snapdeal—in the last 12 months, the sales growth rate of John Play­ers has dou­bled to 20% over the pre­mium Wills Life­style busi­ness. Chand said the com­pany also plans to launch an ex­clu­sive line of cloth­ing for John Play­ers for ecom­merce.

“John Play­ers is among the top sell­ing ap­parel brands on­line in the lead­ing mar­ket­places. We are ex­pand­ing the brand into newer cat­e­gories specif­i­cally for on­line, and if it’s suc­cess­ful, we would even take them to the brick-and-mor­tar stores,” Chand said. “All such ex­pan­sion will be in prod­ucts which are of in­ter­est to younger con­sumers, the tar­get for John Play­ers.”

ITC has an ex­clu­sive on­line store for its Wills Life­style and John Play­ers’ prod­ucts but its sales are a frac­tion of what comes through on­line mar­ket­places. Chand said the ex­clu­sive on­line store will con­tinue but the com­pany will fo­cus more on part­ner­ing with on­line mar­ket­places. ITC has al­ready launched some ap­parel lines-- wind cheaters, mes­sage T-shirts and hood­ies--un­der the John Play­ers brand which will be sold only on­line. At present, about 10% of rev­enue for ITC’s life­style re­tail busi­ness is gen­er­ated from on­line sales and the com­pany is tar­get­ing 15% this fis­cal.

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