GIVING ROYAL TOUCH TO MEN’S ETHNIC WEAR

Indian men are yet again moving back to the ethnics and with the every cycle of fashion changing and seeing some fresh launches, they are being introduced to some slaying trends in the category. We talk to Ibraheem Bukhari, Managing Director, Jahanpanah, Hyderabad’s foremost name in men’s ethnic wear. By Tanya Krishna

Tell us about Jahanpanah, its inception and journey so far?

What was the concept behind jahanpanah? What is its USP?

The brand has proudly captured the essence of old cuts and patterns, unique to various designs across India. Reviving the old world tailoring and stitching techniques, the emphasis is always on the impeccable bespoke fit. Our made-to-measure service is very flexible and effortless. We guarantee satisfaction with a vast selection of customized sherwanis and bandhgalas and fashion styles.

Tell us about the product range offered by the brand and also about the price range of the products offered?

Our product offerings include sherwanis, achkan, suits, tuxedos, bandhgalas, classic waist coats, Nehru jackets, kurta pyjamas, pathani suits, kidswear and accessories. Talking about the price range, I would say that we are 30- 40% cheaper on an average as compared to our competitors.

Who are your target customers?

Jahanpanah caters to a wide demographic profile aged between 18 and 50 years old. Jahanpanah’s loyal base is typically the 25-35 year old fashion conscious men who believe in making a fashion statement which will set them apart from the crowd. The average annual household income of our loyalist would be in the range of Rs. 10- 15 lakhs.

Tell us about your retail presence.

Currently, Jahanpanah has 9 stores across Hyderabad and Secunderabad and we are planning to also have an e-commerce website as well in the future.

What are your expansion plans for Jahanpanah?

With an aim to tap the burgeoning ethnic wear demand in India, we will be having 25 stores pan India by end of the financial year 2018-19. We are planning to open 50 stores pan India by the end of 2020 with a clear vision to have our presence in high fashion streets and malls. In FY2016-17, Jahanpanah’s turnover was Rs.50 crores and is all set to grow to Rs.150 crores by 2020. Going forward, the brand wants to reach out globally to let people experience what classic “Indian Ethnic Fashion” is really about, while conforming to global luxury standards.

When did you start franchising and what attracted you to franchising?

Jahanpanah’s primary aim is to make Indian ethnic fashion reachable not just to Indians in India but to Indians residing across the globe. With this motto, Jahanpanah has been working constantly for new initiatives, as a result of which we are now launching our stores in Dubai, Pune, Bengaluru, Delhi, Mumbai and Kukatpally and Jubilee Hills in Hyderabad.

What are the basic criteria for entering into franchising with Jahanpanah?

To explore an amazing franchise opportunity with Jahanpanah, all you need is a 1,000- 1,200 sq.ft. carpet area and an investment of Rs.50 lakhs and this will kickstart a long profitable relationship.

How would you describe the current men’s ethnic wear industry in India? Also, what do you think the future holds for this segment?

The men’s ethnic wear industry is in a great place right now. The present market not only associates ethnic wear with festivals but is aggressively pairing it with western wear, bringing an Indo-Western flavour to work spaces across India. The segment is witnessing huge growth and our place in the future that holds so many opportunities owing to Indian wedding industry all set to be valued at Rs.1.6 lakh crores by 2020, looks promising.

Jahanpanah has tied up with Sunrisers Hyderabad as the official ethnic wear partner for IPL 2018. Tell us about this agreement.

We are the official ethnic wear partner of Sunrisers Hyderabad for this season of Indian Premier League. The partnership will entail a series of marketing activations and advertising campaigns. As the official ethnic wear partner, Jahanpanah will be entitled to a number of benefits besides its logo on the team’s trousers. We will also have a significant in-stadia presence during Sunrisers Hyderabad matches in the form of board branding, placards and cheer sticks, kiosk space and concourse branding in designated stand. Being the most watched sports event, the IPL serves as a lucrative platform to reach out to our customers and leverage our brand at a national level

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