S Kumars to set up 60 stores for Delmonte

Delmonte, the economy brand from S Kumars Nationwide (SKNL), plans to set up 60 exclusive stores, in addition to which, it plans to be present in 1000 multibrand outlets all over India by November next year.

"Half of the stores would be company-owned and managed, while the rest would be run on franchisee models," said Govind Mirchandani, executive director of SKNL.

The company has an advertising budget of Rs 15 crore for one year.

Launched in mid-November this year, Delmonte offers total wardrobe solutions like T-shirts, blazers, suits, shirts, trousers, and ties at affordable prices.

"We are targeting young executives, above 21 years of age," said Mirchandani.

The brand has three categories - "Timeless Classics" for shirts, "Updated Formals" for formalwear and "Relaxed Essential" for casual wear.

Shirts are priced between Rs 395 and Rs 895, trousers between Rs 595 and Rs 995, and suits at Rs 3995.

"We are manufacturing Delmonte fabrics at the SKNL plant in Mumbai and the apparel at Bangalore," said Mirchandani.

Delmonte recognises competition with brands like John Players, Peter England and Excalibur.

"We are harping on Delmonte designs, the fit and finish, as well as fabrics to push sales," Mirchandani added.

The brand is also roping in Akshay Kumar as its brand ambassador.

"Delmonte is a mass brand and Akshay Kumar gets along well with the masses. So, the brand fit is perfect," said Mirchandani.

In December this year, the company plans to also set up another plant in Bangalore to manufacture garments for the export markets - US, Canada , Australia, and UK, among others.

"This plant will require Rs 12 crore investment and will manufacture 2000 trousers, 500 blazers and 2000 shirts per day," said Mirchandani.

Delmonte sales is expected to rake in Rs 50 crore by November 2007.