Rathore's pret plans

Raghuvendra Rathore is set to relaunch his pret line, Inde Pret Jodhpur, this weekend in Delhi. He's probably read the writing on the wall and is corporatising the business. The designer is slowly acquiring the felicity to speak in terms of investments, break even periods and production lines rather than just cuts and stitches.

And he strongly believes in a recent KPMG study that noted that in the contemporary market scenario, a designer is better off having an alliance with a strategic partner who will take on all manufacturing responsibilities.

Rathore says that in its latest avatar, the Inde Pret line, though retaining its designer pret image, will have a more professional touch. For the venture, Rathore has tied up with garment exporter Vishal Singh in a 50:50 partnership. With a planned investment of Rs 5 crore (an initial working capital of Rs 1 crore and the rest of the investment to be scattered over a period of time), Singh and Rathore want to get a headstart in the pret business. Projected recovery on investment is pegged at around 25 per cent per season.

"While I'll design the clothes, Vishal will look at the business side of the venture. And that includes creating an infrastructure, streamlining production, sourcing fabric and human resources and running the factory," explains Rathore.

Inde Pret's initial line will showcase shirts and trousers in various cuts and across a number of designs for men, and both traditional and western wear for women. At competitive prices ranging from Rs 900 to Rs 3,000 for men and Rs 1,100 to Rs 6,000 for women, Inde pret will take on popular premium ready-to-wear brands in the market.

"Designer wear is pret with a touch of exclusivity," says Rathore. "With consumer awareness on a high, this is the right time to professionalise the business," he adds. The retail boom which has seen shopping malls sprouting up in major cities has added to the push to go pret. "The opening of marts has helped designers as now there is enough retail space to show your collection. It has also pushed up people's aspirational needs," he says.

Rathore was one of the first designers to extend his brand. The mother brand, Rathore Jodhpur continues to design haute couture, there is a partnership with Mount Shivalik Industries to manufacture chocolates, designer towels are retailed under the Home brand and furniture under Furnishings.

Singh has the last word though: "Designers need to think big. Vamp up productions, set up distribution network and stick to schedules. And for this you need professionals."