Indus League scripts new brand strategy

The Rs 90 crore Indus League Clothing Ltd (ILC), the Bangalore-based apparel firm, has outlined plans of converting its brand into a 'lifestyle offering'. The company is also looking at licensing a global brand to meet the rising aspirations of the Indian consumers.

ILC MD Sriram Srinivasan said: "ILC brands - Scullers and Indigo Nation continue to strengthen on the back of strong product and design. The Design Studio at Indus League has been further strengthened and we are looking at Design as a strong driver for our business. Brand extension in the form of converting the brand into a "Lifestyle Offering' is definitely part of our brand strategy.

Our designers have been well known for innovative design and will continue to bring innovation into our menswear and womenswear offerings." Scullers is a collection of relaxed shirts, chinos and khakis. Its main brand, Indigo Nation has its presence in the office, after-office and weekend wear segments. However, Srinivasan did not specific what the brand extensions will be.

Commenting on the increasing trend in global brands coming into India through local channels, he said: "We see the apparel market in India growing strongly over the next few years. With consumers being more discerning in their tastes, we see an opportunity developing at the top end of the market.We are looking at licensing a global brand to meet the aspiration of these consumers." ILC as part of the global foray is also in the process of finalising arrangements of licensing its brands in some international markets for not only apparel but in other lifestyle products as well.

The company currently has marginal profits after having started off in 1999 by a group of professionals from Madura Garments and is currently among the top five clothing companies in the country.

The company has got three round of funding from Draper International, Dalmia Cements and ICICI Ventures to the tune or more than Rs 30 crore.10 per cent of the equity is earmarked for employees under ESOP, and the balance is with the VCs and the founders.

Detailing further on the apparel market, Srinivasan said: "The apparel market is again ready to take off with the dramatic changes happening in the retail environment. We are looking at a multi-chain strategy to expand our business. This will be driven by expanding our exclusive retail store chain both company owned and franchised in key metro and mini-metros."