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Jul, 12 2011

BACK WITH A BANG

Premium Italian brand GAS Jeans is back in India after a brief hiatus. In a candid chat, M.M. Kamath, Director, GAS Jeans Pvt. Ltd, tells Tushi Deb, about the brand's re-arrival and future plans for expansion.

Premium Italian brand GAS Jeans is back in India after a brief hiatus. In a candid chat, M.M. Kamath, Director, GAS Jeans Pvt. Ltd, tells Tushi Deb, about the brand's re-arrival and future plans for expansion.

What are your expansion plans in India?

We currently have two franchise outlets in Mumbai and Ahmedabad. GAS is planning to gradually enlarge and improve its distribution, starting with four more EBOs in major cities namely Delhi, Bangalore, Ludhiana and Chandigarh. By the end of three years, GAS plans to open 12 exclusive brand outlets.

Who are your target customers?

GAS is targeted at trend-conscious men and women who are not fashion victims. It targets cosmopolitan, international people with a young mindset, who want to wear fashion that reflects their own personality, lifestyle and attitude. Its core target age group is 22-30 years.

Do you plan to customise your product in India?

Being a premium lifestyle brand, GAS offers essential, stylish and sensual fashion with universal appeal for its cosmopolitan patrons. As far as pricing is concerned, it remains the same.

Why did you prefer the cash-and-carry format for re-entry into India?

GAS entered India in 2006 as a joint venture with Raymond, which operated for a period of three years, after which both parties felt they were mutually ready to part ways. In 2010, GAS decided to be direct in India in a cash and carry format, founding GAS Jeans Private Ltd, the Indian subsidiary of Grotto Spa. Keeping in mind the market dynamics along with the premium and lifestyle positioning of the brand and understanding the expectations of GAS in the Indian market with a vast clientele, GAS chose to be in India on its own, having full control of their brand, under the cash and carry format. Under this format, the stores that we open have to take the franchise route. Keeping the new business format in mind, the number of stores to be opened and retailing to exclusive corner, cash and carry format works better for us.

GAS had made India exit two years back. What prompted you for an entry again this time?

GAS never left India, we just changed our mode of operation. We had entered India as a JV with Raymond, which was for a period of three years. Now after the venture is over, we have decided to be directly in India. Certain stores had to be closed, as they were under the JV but GAS was always available through Shoppers Stop.

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