Images Business of Fashion speaks to SK Jain, Founder, Granite, part of the company Fine Threads Clothing Co. about the brands operating structure, how it came into being and its future plans. Founded in April 2012 the brand specialises in formal trousers and aims at the corporate sector.
According to SK Jain the company designs clothing to feel comfort that comes from within. Keen observation of the Indian physique and structure has been the basis. The company deals in two different fits- Polo fit aiming to corporate clients, where as the slim fit is focused on fashion cum party wear. SK Jain travels to international events and draws inspiration and ideas for the brand. His design team also travels to all the domestic events to get the feel of the Indian domestic apparel market. He says, “This helps us to develop new ideas which are best suited for my customers. The products are mostly crafted on a variance of high quality fabrics, sourced from the best of the world. Most of the fabrics, we are using, are being designed solely for Granite, and with the specification of yarn count, GSM, readpick, dyeing quality, shrinkage percentage and we also get it processed from the best.”
With an average yearly growth of around 60 per cent the company operates through a specialised channel of agents and distributors. Granite is available at all the top retail outlets in Indian market. Delhi, Haryana, Himachal Pradesh and Maharashtra are the best markets for the brand. At present the company has 180 multi-brand outlets. The company distributes their products through MBOs only. Also the company is looking forward to work with the dealers, who have the calibre to run their outlet with a good profile with reasonable overheads.
THE 6-FOLD USP OF THE BRAND “GRANITE”
Super Crease The UK-based certification signifies that even after 100 washes the crease remains intact.
Teflon Coating the Dupont certification from Germany ensures these trousers will remain spotless.
Linen The linen used in trousers come from the most reputed fabric brand in India, Jayshree Textiles, part ofthe Aditya Birla Group.
Lycra by the world’s most renowned house, Dupont for the comfort.
Finishing the high quality in house workshop tries to put all those elements of a good trousers.
Reasonability of Price to cater to the maximum number of customers.
“With an ever-expanding distribution channel and growing demand, without the quality being affected, the company has shown their potential and resolve. Thus, everyone can now be benefitted by these features with a high quality make and very reasonable prices,” Jain adds.
Also the company assures to their dealers that 90 percent of their stock will be over before the starting of counters’ discount period, which nobody in the market dare to offer, and which is around 40-50 per cent extra from others in the market. The brand is planning to expand Pan India and is active in advertising in national dailes and also promoting through social networking sites. The products on offer range from Rs 790 to Rs 1,790.
