Being Human to launch kids’ wear

Popular apparel brand
Being Human is planning to
launch kids' wear and
accessories. Also on its
radar, is aggressive retail growth in India and abroad. The brand
launched by Hindi cinema's reigning super
star Salman Khan, is now creating a buzz
among young India. And to cash in on its
growing popularity, Being Human is
working on increasing its retail presence.

Kids' range to boost business

As of now Being Human's product range
are for men and women and include
shirts, T-shirts, blouses, hot pants, tank
tops, track suits, polos, shorts, chinos,
denims, jackets, hoodies, sweaters, boxer
shorts, undergarments, socks, flip flops, caps, belts and wallets.
"Kids' wear is
being launched soon, with other products
like shoes, sunglasses, fragrances et al,"
explains Manish Mandhana, Managing
Director, Mandhana Industries. It may be
recalled that the behind Being Human Clothing range was born in 2010, when
Khan met Mandhana. With a turnover of
about Rs 1,360 crores, Mandhana now
targets to achieve Rs 2,000 crores in the
next two to three years for the Being
Human brand. Plans are also afoot to expand retail presence in the domestic
and international market.

Today, Being Human range is available all
across India and globally in France,
Belgium, Egypt, Oman, Jordan, Qatar, UAE,
Pakistan, Bahrain, Libya, Kuwait and
Muscat with stores opening soon in
Canada, South Africa and the Far East. "We are globally present in the Middle
East,Europe and all across cities in India,
through EBOs, shop in shops, franchise
stores and e-commerce platforms. We
have 13 EBOs which are operational and
another 12 are in final stages of completion. This also includes franchisee
formats. We also have a total of 50 shop
and shops in large format stores and
another 30 are already signed up. That's a
total of 80 shop in shops across India,"
says Mandhana.

The company targets having at least 100
EBOs, 100 franchise run stores, 200 shop
in shops and over 500 international tie-
ups by 2016. Mandhana Industries has a
long standing relationship of over 28
years. The company exports apparels to brands like Tommy Hilfiger, Zara, H&M,
River Island and luxury brands like Hugo
Boss.

Branding for a noble cause

"The Being Human Clothing line stands
out for its positive, simple, human
message: love, care, share, hope, help, joy
and respect social responsibility and the
protection of our human and natural
resources," explains Mandhana. Mandhana Industries undertook the merchandise
production for Being Human to convey the
values of the Foundation run by Salman
Khan. This was a big challenge as no
other brand had done something like this.
Moreover, since Mandhana Industries was exporting to top international
and luxury
brands so they wanted super
international products with the best
shopping experience. This approach has
led to the creation of a international,
comfortable, modern casual clothing for men and women while supporting a
charitable initiative," elaborates
Mandhana.

Today Being Human is one of the most
trusted brands in India. It was ranked
first among social organizations by Brand
Trust, covering 19,000 brands across 16
cities. "This has helped Mandhana
industries offer world class fashionable products coupled with the
satisfaction of
doing good," he adds.

For autumn/winter 2013, the brand has
worked on the theme: 'Bring colours to
your life'. The pallet runs from saturated
deeps to outright florescent bright
colours. Fabrics and styles continue to
take forward the company's emphasis on not just the look of the
garments but also
its hand feel, richness of quality and
attention to detail. The fits are slimmer in
keeping with international trends, styling
is more crisp and sleek. The messages
that run across the collection is its brand philosophy: 'Feel good, do good'.