Siyaram recently launched the women's ethnic made-to-stitch brand 'Siya', endorsed by Bollywood actress Parineeti Chopra, for Indian women.
Harshit Poddar, Executive Director of Siyaram Silk Mills Ltd interacted with Sunil Pol over the future plans of the brand.
Siyaram is known as a gentleman's brand, so how will you promote Siya as gentlewoman's brand?
Siya doesn't have to be a gentle brand. It has to be the Indian brand. We represent the Indianness and most of the Indian women are gentle.
What kind of study you have done before venturing into women's wear market?
Observing the market requirement, we have done a survey about the women's ethnic wear market, current trends and upcoming trends. If you look at our collection, two out of six pieces are palazzos which is an upcoming trend which we intend to offer the consumers. We want the consumer should feel, love, relax and have a style with our collections.
Where do you see Siya by 2020?
I see Siya in most of the houses in India in the next five years
How will you promote the brand?
We are promoting our brand through Bollywood actress Parineeti Chopra. She is a gorgeous personality. We are promoting our brand through Make in India strategy. We want to make in India and sell everywhere. We are beginning with pan-India presence of Siya.
Are you planning of selling Siya with the existing 440 franchise stores of Siyaram?
Yes, we want to start with our existing franchisees and then move on and sell everywhere. Our product is amazing and it can empower women and give confidence. The general model is shop-in-shop. We intend to place our product everywhere including the large format stores.
Can you specify your target audience?
We are targeting younger women, the business women the housewives. India is a country itself getting younger and we hope to do the same and wish to tap this younger generation.
Tell us about product portfolio and the price points?
We have good range of ready to stitch products under Siya we provide cotton, cotton trends, kameez, anarkali's, georgets, straight lines and many different patterns. The price points starts from Rs 700 and it goes up to Rs 6,000 to Rs 8,000. We just don't want to limit ourselves to Rs 8,000 we want to go higher than that.
What inspired you to come up with brand Siya?
Basically we already have menswear and kidswear under Siyaram. What is Ram without Siya. Siya was the last missing phrase and we have completed that with women's ethnic collection.