Plus-size menswear gets a look-in

Vikram Pandit (not his real name) is a 24-year-old Mumbaikar who does not visit malls. Even when most of his friends go shopping to large format outlets, Pandit prefers to stay out.

It is not the size of the various malls cropping up that Pandit finds intimidating. Instead, it is his own size that Pandit is worried about.

At 112 kg, there is not much for Pandit at the apparel counters, as most readymades do not fit his requirements. However, plus sized men such as Pandit might soon get a valid reason to visit malls.

After tapping the women's segment for plus-size clothing, manufacturers are now looking closely at menswear too. Chennai-based Royal Classic Polo has introduced 0'press, a brand of auto fit trousers, and north India-based brand Revolution will soon launch a menswear line. Revolution already has a plus-size range in womenswear. The new range will not just sell in India, but in other markets too.

The Royal Classic Polo range includes a premium trouser brand with an adjustable waist band. Priced between Rs 1,000-2,000, O'press has outsourced the auto-fit technology from German firm Durkoppadler. The company is expecting a turnover of Rs 10 crore in the first year of its operations.

R Shivaram, executive director, Royal Classic Group, said, "The need to launch auto-fit trousers emerged from acquaintances who demanded comfortable Sunday clothing for their bulging bellies."

Nisha Somaia, director, Revolution, said, " There has been a tangible change in the Indian consumer's tastes and designs. Though Revolution was launched to offer comfortable clothing for plus-sized women, we would soon introduce a clubwear line for men."

As a part of its retail expansion plans, Revolution is mulling over establishing a separate distribution network for the menswear segment.

Prashant Agarwal, associate vice-president, Technopak Advisors, said, " The changing Indian lifestyle has created a need for plus size clothing as consumers aspire for comfortable and different clothing. Though there is demand for this segment, companies need to study and address it with the right concept and product offering. Over the next one year, the market will see retail stores catering to this segment, which is in its nascent stage in India."

Apart from India, companies are also eyeing the international markets for expansion. While Royal Classic Polo would be launching 0'press in Singapore and other Asian markets, Revolution has opened its first overseas store.

"We opened our first overseas shop in Dubai and realised that 40 per cent of the clientele was European and American. However, initially we will focus on expanding in the UAE as it is a strategic market," said Somaia. The company would consider shifting some part of production abroad in the future.

Revolution has registered a turnover of Rs 11 crore in the last financial year and is in talks with venture capitalists for infusing funds for further growth. It plans to clock a turnover of about Rs 50 crore in the next two years.