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With plans of adding accessories to its product range apart from spreading its retail footprint in untapped markets across India, Oner the brand from Sarjeewan Knitwear, is looking forward to 25 percent growth. “We are spending a lot in promoting and spreading brand awareness on Oner,” says Sudershan Jain, Partner, Sarjeewan Knitwear, adding, “We are a winter wear brand and Oner identifies with the aspiration of today’s modern, young Indian woman who sees herself at par with her western counterparts and reflects her independent, ‘new-world’ attitude, her confidence to live on her own terms.” Adding accessories to rangeOner’s brand range consists of sweaters, jackets, knits, wovens, track suits and sweat shirts. “We have been doing summer wear for the last four years. For summer, we do track suits and tops and an economy range and three piece T-shirt packs. For summer wear there is a lot of scope in the south and west. We will add accessories in the future,” says Jain elaborating on the collections. Earlier the brand catered to girls 16 years and above. However, for the last two years, it has been catering to girls between 12 to 16 years. Commenting on how preferences have changed among young girls, Jain says, “Some in this age group want to wear mature fashion. We have garments for women like cardigans, sweatshirts, lounge wear, track suits and sweaters. Keeping the demand for trendy wear in mind, for cardigans, we are using imported fabrics and yarns in bright colour tones. We are also trying new necklines in sweat shirts apart from hoods. Jackets too are lightweight and colorful. Coats are both mid length and long length.” Oner has added a higher range of products with wool-rich fabrics in MRPs in the premium segment. Exploring untapped regions While the brand is present in 500 MBOs and shop-in-shops in large format stores, it’s now spreading its presence to unexplored markets. Jain avers, “We are with Reliance Trends, Shoppers Stop, Globus, C&M and Ritu Wears Biglife. We have 70 showrooms in the shop in shop concept and will add 50 more in 1 or 2 years. We have two EBOs. It has plans to open ten more in Chandigarh, Shimla, Noida, Gurgaon and NCR. We also want to increase our presence in west, south and east. We are thinking of adding MBOs in Pune, Bangalore, Hyderabad, Siliguri, Kolkata, Mumbai, Baroda, Surat, Nasik and Ahmedabad citing a big demand for woolens here.” Oner is also available online and the company would increase its concentration in the next two to three years by strengthening the business model. Source: Fashion-United
