Rukootina by Virsa Exclusive is a teen and women fashion apparel brand that creates a subversive game of contrasts with an artifice of tightly crafted elegance. Today, Rukootina is rapidly becoming a preferred brand amongst fashion conscious teenage girls.
Brand USP: Rukootina is a sober but slashed brand. It is subtly exotic yet seductive and spirited.
Core Product Offering: Tops, kurti, leggings, knitted woven tops, jackets, tracksuits, sweatshirts, woolen kurti and cardigans
Target consumers: Upper-middle and middle class girls and young women in the age group 16 to 40 years
No. of Indian cities currently present in: 300
Total no. of MBOs: 675
No of MBOs added in 2014: 25
Presence in Large Format Stores: All major LFS pan India
Presence in online retail and multi-channel expansion plans (25 words): All major e-stores
Future expansion/extension/diversification plan(s): The brand plans to increase its presence across India. It also plans to manufacture complete range for women.
Targeted towns or cities in the next couple of years: Some South Indian cities
Growth percentage(CAGR last 3 years): 20%
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