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K.R.Srivats

"In the first year, we expect a turnover of Rs 9 crore, followed by Rs 49 crore in the second year and about Rs 100 crore in the third year."

NEW DELHI, Oct 1

THE $37 million TCNS Clothing Company Pvt. Ltd, an apparel manufacturer and exporter, plans to invest about Rs 32 crore over the next three years in establishing a national presence for its recently launched `W', a `workwear' brand for women.

"In the first year, we have planned four stores in Delhi (all in different formats). We have recently launched the first store. By the end of three years of operation, we hope to have 38 stores in the top eight metros of the country,'' the CEO of TCNS, Mr Vijay K. Misra, told Business Line here.

Mr Misra said that the W brand was not a premium brand and would focus its energies on the `salwar suits' category.

It is essentially targeted at an Indian woman in the age group of 23-35. The brand is expected to generate revenues of about Rs 100 crore by the end of the third year.

"Clothing is the first step. We will follow it up with body care and lifestyle products (all private labels) and other accessories in the next 6-18 months.

Salwar suits happen to be the current national dress code for women and hence our focus on this category," Mr Misra said.

According to Mr Misra, the market for salwar kameezes (in the top eight metros) is approximately Rs 1,674 crore a year. "Our studies show that there is no national brand catering to this category. We are trying to fill in this gap. In the first year, we expect a turnover of Rs 9 crore, followed by Rs 49 crore in the second year and about Rs 100 crore in the third year," he said.

TCNS, which also has manufacturing facilities in Bangladesh, intends to focus on the Indian market instead of looking at newer opportunities emerging from the African market.

"The Africa Growth Opportunities Act (AGOA) does present some good opportunities as it gives a manufacturer duty-free and quota-free access to the US market. But TCNS does not want to look at Africa now. We have decided to align ourselves to domestic opportunities," Mr Misra said.

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