No Rules makes its debut in Indian market

11 Sep 2009

'No Rules', the brand in apparel and back to school product for kids are now available across 2000 retail outlets in over 200 cities across the country.

Extend Brands, a premier licensing and merchandising company, recently announced the entry of No Rules brand in India which represents the brand exclusively in India. No Rules is one of world’s biggest kids brands with presence in United States, Canada, Europe, Japan, China, Australia and Singapore besides India.

Extend Brands has entered into partnerships with two of India’s biggest companies in its field - Lilliput Kidswear Ltd. and Genius Leathercraft Ltd to launch No Rules products in India. While, Lilliput has the license for kids apparel, Genius Leathercraft has the Indian license for back to school products.

Dwijorani Senjam, director, Extend Brands, says, “The branded kids wear and back to school market is one of the fastest growing kids retail categories in India. No Rules with its edgy provocative design and attitude styling will introduce a very new element in the Indian kids retail space.”

No Rules is aimed at 7-14 youth market and the style direction is 'casual meets street'.

In India, the No Rules brand is now available in over 2000 retail points in over 200 cities. This includes Lilliput exclusive stores, prominent retail chains like Shopper’s Stop, Lifestyle, Pantaloon, Reliance Trends, Central, Indiabulls, Globus as well as hundreds of other multi-brand outlets and point of sales.

According Senjam the branded kidswear market is projected to be around Rs 3000 crores. "With 25 per cent of the Indian population falling within 15 years of age and the increasing disposable income of the middle class, the branded kids market is set to grow at a faster pace," explains Senjam.

— IndiaRetailing Bureau