Textiles and apparel major S Kumars Nationwide Ltd (SKNL) is betting big on its sub-Rs 500 clothing and accessories brand, World Player, and plans to make it a Rs 500 crore brand in the next 3-5 years.
"We are planning a pan-India roll-out for the brand to take it to 560 districts in the next 18 months and are eyeing Rs 15 crore sales every month by the end of the next fiscal. In the next 3-5 years, we are confident of making World Player a Rs 500 crore brand," SKNL Director (Apparel & Retail) Ashesh Amin, told PTI here.
The Nitin Kasliwal-led firm has already roped in cricket maestro Sachin Tendulkar as brand ambassador for World Player for Rs 12 crore. The brand, which was launched in mid-2010, is now available in over 800 outlets spread across 200 districts.
"We aim to be present in over 3,200 outlets in 560 districts in the next 18 months. We are also planning an ad blitz and will begin with print by mid-March," Amin said.
The print campaign will be followed by television. "We are aiming to time our ad push to coincide with the cricket World Cup," he said.
A mass market brand, Amin claimed that World Player is the first pan-India brand for youth aged between 18-35 years, with products priced between Rs 99 and Rs 499.
On the prospects of setting up standalone stores for the product -- the company currently has one in Salem, Tamil Nadu -- Amin said S Kumars was looking at expanding its network.
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"We are now working on our plans. We are likely to have standalone stores in seven large cities across the country. A city like Mumbai could have three. But this will take about a year," Amin said.
On capex plans for the brand, he said it would not be much unless "we decide to give a push-up to our infrastructure like having satellite distribution centres, building up a supply-chain, etc. Otherwise, the capex requirement will be minuscule."