Be­ing Hu­man - a rare brand that com­bines con­trast­ing at­tributes: Youth­ful­ness & Car­ing

Be­ing Hu­man is grow­ing and ex­pand­ing on the ba­sis of a clear brand po­si­tion­ing that em­pha­sizes prod­uct, store and CSR:

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Does celebrity power re­ally help their brand achieve suc­cess? Sal­man Khan’s cloth­ing line ‘Be­ing Hu­man’ has re­cently com­pleted 5 suc­cess­ful years in the fash­ion re­tail in­dus­try. Be­ing Hu­man was launched in 2012 by Sal­man Khan with The Mand­hana Re­tail Ven­tures hav­ing the ex­clu­sive global li­cense till 2020. The brand is known for its trendy de­sign and has marked its po­si­tion among the top ap­parel brands in In­dia.

Sal­man Khan’s suc­cess has be­come the in­spi­ra­tion for other celebri­ties to en­ter in to the fash­ion re­tail in­dus­try. In­dian cricket team cap­tain Vi­rat Kohli’s brand value has reached $14.5 mil­lion as per re­cent data from Forbes. He owns ‘Wrogn’ fash­ion cloth­ing range for men. Crick­eter Yu­vraj Singh had launched ‘Youwe­can’ cloth­ing range with a cause, his brand shares some per­cent­age of sales rev­enue to can­cer re­lated causes, in­clud­ing fund­ing ed­u­ca­tion for can­cer sur­viv­ing kids. Bol­ly­wood ac­tor Hrithik Roshan owns ‘HRX’ and Sahid Kapoor re­cently launched ‘Skult’ cloth­ing range fo­cus­ing on street and ath­leisure fash­ion.

BRAND VAL­UES

Be­ing Hu­man em­bod­ies val­ues like love, care, share, hope, help and joy. The brand is mainly fo­cused on fash­ion, value for money cloth­ing and sen­si­tiv­ity to un­der­priv­i­leged. It has re­ceived global ac­cep­tance due to its unique model wherein through the sale of each gar­ment, some per­cent­age of the sales rev­enue goes to the ed­u­ca­tion and health­care ini­tia­tives un­der­taken by Be­ing Hu­man – The Sal­man Khan Foun­da­tion.

BRAND PHI­LOS­O­PHY

Be­ing Hu­man is a young and aspir­ing brand tar­geted at the age group of 18 to 35 years. The com­pany’s prod­ucts are priced in the Rs 499 to Rs 8999 range. The brand pro­motes max­i­mum us­age of or­ganic cot­ton in the pro­duc­tion. Men brand val­ues are cre­ated keep­ing open­ness and flu­id­ity in mind. Women brand val­ues rep­re­sent the gen­tle na­ture of the fe­male form, yet these sym­bols were de­signed keep­ing sharp­ness and flu­id­ity in mind.

Man­ish Mand­hana, CEO of The Mand­hana Re­tail Ven­tures shares de­tails about the strat­egy adopted by the com­pany: “Our strat­egy was to mould a brand that rooted it­self not only in a cul­tural legacy, em­pha­siz­ing an at­ti­tude to­wards so­cial and eco­log­i­cal con­sci­en­tious­ness, but also with a youth­ful flare of whim­si­cal ec­cen­tric­ity. This re­sulted in a de­sign that we imag­ined oc­cu­py­ing a turn of the cen­tury loft, with hand painted tiles, old draw­ers, and ware­house fur­nish­ings and we were then left to rein­ter­pret uses of these ob­jects as a back­drop for fash­ion.”

“We also gained a lot of in­sight by con­sid­er­ing the work that Be­ing Hu­man Foun­da­tion has done to help chil­dren through­out In­dia. We com­mu­ni­cate Be­ing Hu­man’s pos­i­tive, life-af­firm­ing ethics through our stores,” Man­ish added.

DIS­TRI­BU­TION NETWORK

Glob­ally, the com­pany has 600 points of sale and the brand has its pres­ence abroad in Europe, Nepal and Mau­ri­tius. Within In­dia, it has ex­clu­sive out­lets in met­ros as well as smaller cities like Kochi, Pune, Nag­pur, Ahmed­abad, Su­rat, Ra­jkot, Chandi­garh, Udaipur, Kota, Varanasi, Bhopal, Lucknow, Ajmer, Kan­pur, Am­rit­sar, Ali­garh, Noida, Gwalior, etc. Be­ing Hu­man also has shop-in-shop stores, EAS stores and dis­trib­u­tor out­lets across the coun­try.

The com­pany has 90:10 of­fline:on­line sales ra­tio. Man­ish re­veals the de­tails about of­fline and on­line tie-ups: “We have tie- ups with of­fline re­tail­ers like Globus, Shop­per Stop, Jade­blue, Life­style, Cen­tral, West­side and Splash. On­line re­tail­ers are also get­ting pop­u­lar among our cus­tomers and the com­pany has tie- ups with Flip­kart, Koovs, Myn­tra and abof.com.”

He added on the ex­pan­sion plans of the com­pany: “We will be mainly ex­pand­ing in the tier 2 and 3 cities of In­dia. In­ter­na­tion­ally we will be ex­pand­ing in Fiji, UK and USA. We will be open­ing 100 re­tail stores in the com­ing two and half years.”

RE­TAIL TECH­NOL­OGY & LOYALITY PRO­GRAM

Be­ing Hu­man has adopted Shopsense in­ter­ac­tive screens at its re­tail stores for en­hanced cus­tomer ser­vice by dis­play­ing real time in­ven­tory across its network of stores. Man­ish added on the tech­nol­ogy used in the re­tail stores to pro­vide bet­ter ser­vice to the cus­tomers: “The mix-and­match fea­ture helps fash­ion con­sul­tants cross sell and up­sell based on cus­tomer pref­er­ences. We also use Gi­nesys soft­ware for car­ry­ing out the stores re­tail op­er­a­tions.”

Man­ish shares the de­tails about the loy­alty pro­gram: “Be­ing Hu­man has 100% share loy­alty pro­gram where cus­tomer earns not just good­ness points, but also sur­prise gifts in re­turn of shop­ping at a Be­ing Hu­man store.”

MAR­KET­ING CAM­PAIGNS

Apart from the com­pany’s brand am­bas­sador Sal­man Khan, the com­pany has used mod­els like Is­abella Cal­strom, Kiara Ad­vani, Amy Jack­son and Elli Avram to pro­mote au­tumn win­ter, spring sum­mer sea­son col­lec­tion. In 2015, the com­pany had launched real he­roes cam­paign. The cam­paign had in­tro­duced the Spring Sum­mer ‘15 col­lec­tion and fea­tures the peo­ple be­hind two of the or­ga­ni­za­tions that are sup­ported by Be­ing Hu­man – The Sal­man Khan Foun­da­tion. This in­cludes Dr Kr­ishna Rao, Co-founder Maaya Foun­da­tion, Malvin­der Mo­han Singh, Ex­ec­u­tive Chair­man, For­tis Health­care and Shivin­der Mo­han Singh, Vice Chair­man, For­tis Health­care.

Man­ish also com­mented on the mar­ket­ing and pro­mo­tion strat­egy used by the com­pany: “We use mar­ket­ing com­mu­ni­ca­tion chan­nels like news­pa­per,

mag­a­zine ad­ver­tise­ments, ra­dio ad­ver­tise­ments, in­side mall ad­ver­tise­ments, ODH ad­ver­tise­ments, etc. Be­ing Hu­man also uses so­cial me­dia chan­nels like Face­book, Twit­ter, In­sta­gram, etc for dig­i­tal ad­ver­tise­ments. We get max­i­mum re­sponse from the Face­book among the other so­cial me­dia chan­nels.”

Be­ing Hu­man’s uni­ver­sal ap­peal has led to tie-ups with Suzuki, Coca Cola, Thums Up, and Google+. Sal­man Khan’s pres­ence with these huge brands is mu­tu­ally ben­e­fi­cial for all par­ties con­cerned.

TRAIN­ING FOR DIF­FER­ENTLY - ABLED

The com­pany pro­vides in­ter­nal train­ing to en­sure that staff is trained com­pletely to com­mu­ni­cate the brand phi­los­o­phy. Tak­ing the brand ethos for­ward, the cloth­ing line has made a dis­tinct iden­tity for it­self in the re­tail in­dus­try by em­ploy­ing one dif­fer­entlyabled em­ployee as a fash­ion con­sul­tant in each of its stores. “We en­sure that train­ing oc­curs at both back end and on job carry spe­cial batches through­out the year to keep the staff mo­ti­vated,” said Man­ish.

CSR INI­TIA­TIVES

Keep­ing in mind the joy of gift­ing com­bined with sup­port­ing a cause, Gi­tan­jali and Be­ing Hu­man have launched gold and sil­ver coins. The com­pany reg­u­larly or­ga­nizes camps for hear­ing de­fi­cien­cies, free eye check -up, etc. Be­ing Hu­man has do­nated 500 water tanks to some of Ma­ha­rash­tra’s worst af­fected vil­lages in Os­man­abad, Jalna, Au­rangabad and Nanded. The brand has also par­tic­i­pated in Mum­bai Cy­clothon, Stan­dard Char­tered Mum­bai Marathon and reg­u­larly or­gan­ises char­i­ta­ble cricket and foot­ball matches to help the un­der­priv­i­leged.

Be­ing Hu­man Cloth­ing ex­clu­sively part­nered with B.J. Wa­dia Hospi­tal for Chil­dren on World Health Day Ed­u­ca­tion of the Deaf. The For­tis Foun­da­tion and Be­ing Hu­man Foun­da­tion have come to­gether to cre­ate a heart-warm­ing ini­tia­tive, ‘The lit­tle heart pro­gram’, to pro­vide free treat­ment to chil­dren with con­gen­i­tal heart de­fects ev­ery year.

LAUNCHES FOR THE FU­TURE

The brand will be launch­ing sev­eral new prod­ucts in­clud­ing fit­ness, home dé­cor, watches, shoes, sun­glasses fra­grances, lug­gage, sta­tion­ary, etc in the com­ing years. Be­ing Hu­man Café too is in the pipe­line. Man­ish con­cludes: “We will be ex­pand­ing glob­ally in fu­ture by keep­ing our core brand val­ues love, care, share, hope, help and joy.

Man­ish Man­dana fore­sees bet­ter growth in brick & mor­tar re­tail­ing com­pared to ecom­merce

Be­ing Hu­man re­tail store

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