Flying Machine to change tack; sell from exclusive stores

jeansTextiles major, Arvind which has a bouquet of home-grown brands include Excalibur, Flying Machine, Newport and Ruf N Tuf, is riding high this year on its lifestyle brand Excalibur. This repositioned brand is likely to deliver a growth of 40% in turnover, increasing to about Rs. 60 crore this year against Rs. 43 crore in the previous year.

Flying Machine, the first indigenous jeans brand of India introduced in 1997, which is sold through 200 multi-brand stores, is however languishing in sales at about Rs. 25 crore a year, is now being repositioned by the group, to ramp up sales. According to the new plan, Flying Machine jeans will now be sold through exclusive brand-dedicated stores from this year at a slightly pushed up price range of Rs 895-1495, which is Rs. 100 to Rs. 200 more than the present according to a DNA reports . Through revised strategy, Arvind envisages to pull up its sale of Flying Machine from Rs. 25 crore to about Rs 40-crore in the next fiscal.

Jeans’ market in India, estimated at Rs. 5,000 crore, is a highly crowded. There are plethora of brand and only 15% of this is accounted for by the organised sector, which includes brand leaders like Levis, Lee and Pepe, who each of whom sales around Rs 100 crore per annum.

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