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May, 13 2010

Wooing KIDS

Dhananjai Apparels has created its own niche in the market through a strong marketing presence and firm positioning of its retail venture, E-Teenz. The company is now expanding across India through a well-established franchise network, and Ansul Agarwal,

Dhananjai Apparels has created its own niche in the market through a strong marketing presence and firm positioning of its retail venture, E-Teenz. The company is now expanding across India through a well-established franchise network, and Ansul Agarwal, MD, Dhananjai Apparels shares his vision.

What led to the inception of Dhananjai Apparels?

Incorporated in 1977 in Kolkata, Dhananjai Apparels Pvt. Ltd, is now one of India's largest manufacturers and exporter of apparels specialising in kids and men's knits along with woven garments. With a capacity to produce 5 lakh garments a month, we are India's largest manufacturer of school uniforms. Our turnover is $ 5 million and we are working to grow further with our kids apparel retail chain, E-Teenz.

Today, the Indian apparel sector has bright prospects for high market size and growth. Also, increase in consumer's prosperity is a deciding factor in this lucrative industry. Leveraging on this potential, we will establish a pan-India presence through exclusive franchised stores.

What is brand E-Teenz?

Today, children are an independent customer group displaying considerable 'pester power'. They are not only highly self-conscious, but extremely demanding as well. A great range in designs with affordable pricing makes E-Teenz a desirable destination for both kids and parents. E-Teenz has established itself as a value brand, where the apparels produced are in line with the latest trends meeting children's fancy.

How large is the kidswear market in India and what is its present growth rate?

The kids wear segment is around 26 per cent of the total apparel market in India and is valued at around $ 7.5 billion, out of which, the kids informal wear market is valued at $ 4.43 and the school uniform market is around $ 3.10 billion.

The organised kidswear market in India is around Rs 4,000 crore and is growing rapidly at 20-30 per cent. The Indian kids' apparel market is expected to grow to Rs 45,000 crore by 2013, of which branded kidswear is projected to be Rs 20,000 crore.

What is your company's licensing agreements with various companies?

We have got licences for characters like 'Popeye' and 'Betty Boop', and we are in talks with Cartoon Network for more licences. The new garments will sport these new characters, priced economically. This should work as our USP, as the kids would feel naturally attracted to garments, featuring their favourite cartoon characters.

What training and support will you provide to your franchisees?

To build a dynamic franchise network, we have devised a systematic assistance programme for our franchisees including: assistance in site selection, support in purchases, all-inclusive training, marketing aids and operations consulting.

What would be the role and responsibilities of a franchisee?

A Dhananjai franchisee requires should understand his responsibilities towards the business, few of which are operating business, ensuring consistency as per our standards, maintaining sufficient inventory levels to meet customer demands, protecting all proprietary materials from competitors, visitors or the public, conducting regular performance evaluation, etc.

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