The indigenous fashion and lifestyle brand Rupa recently opened an exclusive retail outlet at Avani Mall. According to the company, the idea of opening an EBO for Rupa has been going on for long. They opened their first EBO in Cuttak, where the brand received tremendous response from the customers that led to the opening of their second EBO at Avani Mall.
The company believes that the location would prove strategically beneficial for the brand, as the mall houses a variety of brands ranging from standard to ultra-premium. In addition, it is a popular hub for shoppers frequented by all age groups.
The EBO showcases all major Rupa brands – Frontline, Hunk, Softline, Kidline, Air, Stretcho, Expando, Xing, Femmora, Euro innerwear, Bumchums, Immogi, Thermocot, Torrido, Footline, Euro Jeans, etc., including their latest launch, Jeanie, which is an exclusive new range for women.
“We have a wide array of products for all sections of society. We wanted all of them to be present at one place, so that our esteemed customers can get the entire range under one roof,” said Nikhil Jain, retail head, Rupa & Company.
Rupa started off as men’s innerwear brand, and initiated manufacturing in partnership with third-party vendors from Kolkata (West Bengal) and Tirupur (Tamil Nadu). The year 1995 marked a new beginning when Rupa & Company took over Binod Hosiery. Until the mid-60s, hosiery industry in India was in a stage of complacency.
The limited organised sector and localised brands kept churning out mediocre products. The consumers were unsatisfied but there was no other option that was readily available. “Sensing an opportunity, we explored the possibilities and prospects of creating a brand that would revolutionise the hosiery market with quality that excels. With a mission to produce the best and provide comfort, the available products were upgraded and made more consumer-friendly,” shared Jain.
Rupa has registered quite an encouraging growth trajectory. The company recorded a turnover of Rs 825 crore (FY 2012–13) and in this financial year 2014–15, they plan to exceed the Rs 1,000 crore mark. In the period from 2009 to 2013, the brand’s CAGR for profit after tax has been 46 percent, while the same for EBITDA and revenue has been around 40 percent and 19 percent, respectively.
Despite being present for more than 50 years, the brand is new to retail formats. “We have made ourselves available to all nearby outlets across the country. We are thinking of expanding in a solid way rather than playing with number game. In the next financial year, we will cater to all metro and tier -I cities,” he elaborated.
The brand is retailed across the country through leading format stores like Walmart, Carrefour, ITC e-Chaupal, V-Mart, and Vishal Mega Mart, which are also its recent expansions. Jain said, “It is our constant endeavour to gift our customers the very basic in bodywear.
Moreover, it is always challenging to cater to niche market. We have seamlessly transversed from a production-driven enterprise to a customer-driven brand and are fully prepared to face the challenges of total customer satisfaction at a global level.”
“We opened our first EBO in Cuttak last year. It was an experiential approach to check and see on how to expand in the market. We are planning a major expansion of opening 20 outlets this financial year in strategic locations like malls and high streets in two phases under the franchisee model. In the first phase of our expansion, we will target metro and tier -I cities and in the second phase, we will cover tier -II cities,” he added.
According to him, the placement and reach of the brand with its target customers are an important pre-sales activity. Likewise, it is equally crucial to have appealing store and merchandising to induce customers to buy products. It includes factors like store layout, product merchandising, window display, props, lighting, price-point, posters and graphics, interiors of stores and how they are visually organised in the store to make customers have a fresh look every time they pay a visit.
“In order to attract more customers in the stores, we shall be increasing on the merchandising and sales promotion activities to connect with the shoppers,” he concluded.
