India : S.Kumars To Launch Premium Reid & Taylor Brand

S. Kumars, the uniforms and fabrics manufacturer, is launching ready-to-wear garments under its premium Reid & Taylor brand. According to Mr Nitin Kasliwal, Managing Director, S. Kumars Nationwide Ltd, in the next two-three months, the company will roll out a whole range of ready-to-wear items to be sold under the premium label. A total wardrobe solution would also be created for its mid-priced brand, Tamarind, and would be ready in a couple of months to refocus attention on the brand. Mr Kasliwal told Business Line that the company was targeting the premium, middle and lower segments of the ready-to-wear market, where none of its brands would compete or price points overlap.

The third brand for the low-priced market will be rolled out next year. Mr Kasliwal added that Reid & Taylor was being sold in 399 towns and cities countrywide. It is being sold directly by 1,500 retailers, and 75 wholesalers. Its marketing is being expanded to include another 70-80 towns. The average per metre cost of Reid & Taylor fabric is Rs 600 at the retail rate. S. Kumars is also a 20 per cent shareholder in Reid & Taylor, Scotland, according to Mr Kasliwal, to maintain control over the brand. One of the reasons Mr Amitabh Bachchan was roped in as Reid & Taylor''s brand ambassador, he said, was that though `James Bond'' had succeeded in creating brand recall in India, there was a perception among some categories of consumers that the brand pricing was out of reach. But Mr Bachchan''s mass appeal would change the way consumers perceived Reid & Taylor in future. Mr Kasliwal added that the company would be setting up about 150 exclusive stores for Reid & Taylor fabrics and garments in the next 2-3 years. A new Reid & Taylor ad campaign with Mr Bachchan will also be launched in August.

 According to Mr Kasliwal, for the year ending September 30, 2003, the company would achieve Rs 60 crore in exports in synthetics fabric and worsteds, and is targeting over Rs 100 crore in exports by September-end 2004. The company produces synthetic garments under the S. Kumars brand, and according to Mr Kasliwal, accounts for about 10 per cent of the market share in the country in this segment. It is also one of the biggest manufacturers of uniforms, accounting for a market share of 45 per cent.