Bonny Creation Pvt. Ltd. 9-C T /N Malvi Compound, Behind Parel Co on Press Factory Elphinston Bridge Road, Parel (East), Mumbai - 400 012 Tel.: 022-24716868, 24710066 Mobile: 9967338811
Bonny Creation Pvt. Ltd. 9-C T /N Malvi Compound, Behind Parel Co on Press Factory Elphinston Bridge Road, Parel (East), Mumbai - 400 012 Tel.: 022-24716868, 24710066 Mobile: 9967338811
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COVER STORY
Bonny shines with a bright future outlook Aimed at children 0 to 14 years, the brand is redefining ethnic wear for boys. Banking on growing demand, Bonny looks to consolidate its position further in coming years
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he market for the ethnic wear segment has grown exponentially in recent years. There is a huge change in the consumer’s and retailer’s perception with customers increasing opting for ethnic wear and retailers preferring to sell them over categories. This is quite contrary to the situation ten years ago when neither the retailer nor consumer would opt for ethnic wear. The stocks were limited since the demand was low. “There is now a complete transformation in the way ethnic wear is handled with the segment becoming almost indispensable,” says Chetan Dharod, Director of the Brand Bonny, a premium player in the ethnic wear segment. “We offer coat suits, blazers, indo-western and jackets for boys in the range of 0 to 14 years. “Around 70 per cent of our products comprise coat suits and blazers while the remaining 30 per cent comprise Indo western wear,” informs Dharod.
• Around 70 per cent of Bonny’s collection comprises coat suits and blazers while the remaining 30 per cent comprises Indo western wear • The brand incorporates western fittings into its garments • Garments of the brand are made from a variety of fabrics including velvet for jackets and vibrant printed materials for coat suits • Its prices range from Rs 2,200 to Rs 6,000 • The brand is currently present in 14-15 states through MBOs
Myraid fabrics, colors and styles add beauty The garments manufactured by Bonny are
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COVER STORY
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Chetan Dharod Director
“There is now a complete transformation in the way ethnic wear is handled with the segment becoming almost indispensable.” made from a variety of fabrics including velvet for jackets and vibrant printed materials for coat suits. “For our Indo western style garments, we use silk, brocade , silk brocade and velvet.” Though the brand deals with ethnic wear, it incorporates western fittings in to its collections. “These are majorly regular fits with a lot of handwork done on them, adds Dharod. The colors used generally are blunt, navy blue, wine and foam. “We offer a range of twelve different colors, whereas the colors adopted in winters are usually dark,” adds Dharod. In terms of styles, the brand adopts African cuts for its suits, while closed neck styles adorn its sherwanis. The fabrics used by the brand are sourced from both India and abroad. The brand has an in-house designing team that undertakes researches and surveys before launching any new collection. It focuses a lot on the quality and designing of its garments. “The quality of these fabrics differs in low priced garments. The garments that range from Rs 1,200 to Rs 5,000 Rs sell more that the that are priced Rs 7,000/-
Consumers open up to ethnic wear Claiming that his brand has never faced any price-related issues, Dharod states that since “as ethnic wears are largely worn during occasions, people don’t mind spending money on their kids’ clothing.” The brand’s prices range between Rs 2,200 to Rs 6,000. “Today, go out of their way to spend money on their kids’ clothing than they did earlier,” he adds. Earlier the use of ethnic wears was limited special occasions, but now they are in demand all around the year. The definition of ethnic is changing with some of the party wear now also included in this segment. “The domestic market
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“We don’t find online retail appealing and it may take time for us to be available through this channel.” for this segment is quite promising though we export to Jeddah and UAE too,” says Dharod. He lists the current growth in population and maturing of markets as the major drivers of this growth. “People are becoming aware about what they have to wear and what should not,”he says.
Strengthening its market hold In future, the brand plans to consolidate
its operations rather expanding its retail network. It is currently present in 14-15 states through MBOs. “We will expand into the large format within a year. As we don’t find online retail appealing, it may take time for us to be available through this channel,” adds Dharod. Taking an optimistic view, Dharod says, “Small challenges are a part and parcel of any business.” He lists labor issues created by the increasing employment opportunities as one of the major challenges in the apparel industry. He also takes the increasing penetration of domestic and international brands in the market positively by saying that, “healthy competition leads to more opportunities.” Extremely confident of its future prospects, the brand expects to grow by a robust 20 per cent in its current year.
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Contents Cover Story – Bonny Shabnam Creation
7
Krishi Apparels
8
Prince 9 Dilex 10 Dew Drops
11
Topgun Jeans
12
Bapa Sitaram
13
Yawen 14 Ever Green
15
Juliana Dream
16-17
Bee Girl
18-19
Wood 20 Hansi 21 Mexxon 22
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