Century to expand in UP via multi-brand outlets

Century Textiles and Industries Ltd, a leading cotton apparel brand of the BK Birla group, has embarked on an ambitious plan of expanding its marketing network in UP by opening 'Multi brand Outlets' (MBO). The company is expecting a 300 per cent rise in sales in UP.

"By the end of March, Cottons by Century will open seven MBOs in UP and in the next financial year, there will be 30 stores in UP, occupying 60,000 square feet," said Cottons by Century Retail and Marketing Head Mahendra Padhy. He was in town in connection with the launch of the brand through MBO.

"Cottons by Century has its presence in UP, through 'Exclusive Brand Outlets ' (EBOs), one each in Kanpur and Lucknow; through the MBO route we will expand our distribution network in eastern UP, in next six months,'' said Padhy.

"We have experienced great response for our business from the existing EBOs," he added.

"Our brands were competing well in the market and the recent retail revolution has not affected us since the retail stores have only 4-5 per cent market share and there was vacuum in 95 per cent of the segment so we have enough space and our product was comfortably placed in the market,'' said Padhy adding that retail stores were largely catering to economy and mid segment of the apparel brands while Century was targeting the premium segment with affordable prices ranging from Rs 595 to Rs 1,495.