THE ARVIND STORE: SETTING NEW BENCHMARKS

The Arvind Store, part of the conglomerate with presence in textile, apparel, retail, and real estate businesses, has created a unique space as a leading one-stop-shop catering to men’s fashion. Pranav Dave, Chief Marketing Officer, Wovens and Knits Fabric, talks about the growth story, challenges and achievements of the brand.

How do you position The Arvind Store in the market?

Franchisees also get the robust backing of Arvind’s heritage and expertise in textiles. We have been able to meet the franchisee’s expectations by devising a model with higher ROI, a portfolio of brands and innovative products which matches the preferences of Indian consumers with the latest global trends. It works as a one-stop-shop solution for male customers in terms of variety and global trends.

Could you elaborate about the challenges while establishing The Arvind Store business?

Since starting our operations in 2010, we faced many challenges pertaining to newer markets, changing preferences, consumption cycles and habits of the customers. Hence, we started our stores as COCO operations and tried to fill all the gaps to make it an ideal proposition for the customers as well as for franchisees. We developed products and designs to address all the age groups, occasions and cultures; a range which is curated for every customer from Tier 1 cities to Tier 4 towns. We have now established a robust channel across India which is ready to scale new heights.

What have been the recent achievements in this business?

Over the last few years, we have penetrated into over 100 cities with more than 150 stores across the country. The kind of investments that franchisees have made with The Arvind Store speaks volumes of the trust and response that we have received in the market. In fact, we added almost 70 partners in the last two years despite the weak demand, altered business models and consolidation in the market due to factors such as demonetization and implementation of GST.

What are your top priorities over the next 12-18 months?

We have plans to add around 100 new stores across the country over the next 12-18 months and continue to innovate and offer new products to Indian consumers. In fact, we are focused on increasing our brand presence in Tier 4 towns and ensure profitability for our existing partners, as well as that of the new ones.

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