Men's fashion label Osia Italia on expansion spree

Sumita Vaid

agencyfaqs!

NEW DELHI

Osia Italia, a 30-year-old Italian premium men's fashion label that forayed into the Indian market in 1999, is stepping out of Delhi. The idea is to grab the other major markets in the north. This entails rolling out three more stores by the year end. These stores are aimed at tapping the markets of Jalandhar and Ludhiana, while one store will be in Delhi itself. By 2002-03, the company aims to have 25 more exclusive Osia Italia stores, of which 12 will be company-owned and 13 franchised. Currently, it has six exclusive brand outlets in Delhi - at Karol Bagh, Rajouri Garden, Kamla Nagar, Pitampura, Pusa Road and Rohtak Road.

Osia Italia is looking to fight labels such as Dockers and Allen Solly with its aggressive expansion plan. Naren Jain, managing director, Osia Italia, perceives a gap in the market. "There still exits a gap between the formal and the most casual clothing in this huge market of fashionable and designer garments. And our variety plugs the gap. The Indian market has never had a pure Italian fashion brand."

Venturing into other markets in the north is a logical step as it has successfully marked a presence in Delhi already. Jain says, "First, people from northern India are more receptive towards fashion trends, compared to their southern counterparts. Second, our infrastructure is based mostly in the north. So, at the moment, it makes sense for us to focus only on the north." The company's plants are located at Sahibabad (Gazhiabad) and Naraina (New Delhi) with a total washing and dying capacity of 10,000 pieces a day and stitching capacity of 2,000 pieces.

In keeping with its retail initiative, the company has decided to refocused its brand communication. While the task was being handled by Delhi-based Ushak Kaal, the company has called for a pitch and will soon relocate the brand. "We want a more creative and sincere agency," says Jain. He would like to go with "a mid-sized agency that has worked on an international brand". In tandem, the company is looking to create a uniform retail experience for its customer. "The company has developed POP material in line with Italian tastes and culture reflecting its strong Italian origin."

To check out the markets outside of Delhi, Osia Italia has gone for exclusive tie-ups with around 25 multi-brand stores. Thus, Osia Italia is available at BigJos, Snow White, Old Street, Bindals etc in Mumbai, Punjab, Jaipur and Jammu besides Delhi; Kapsons at Chandigarh; Sumangal, Style, Pantaloon at Kolkata, Ahmedabad, Baroda and Surat.

With all its plans in place, the company is targeting a three-fold growth in its sales for the current financial year - and touch the Rs 10-crore mark by March 2002.

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