Indian Terrain, one of India’s prominent fashion brands, has been capturing the hearts of cosmopolitan, upwardly mobile young Indian men. With over 200 exclusive outlets, 1000+ multi-brand outlets, and 400+ large format stores, the company has established a strong retail presence across the country.
In a recent interview, Charath Narasimhan, the Managing Director of Indian Terrain, shed light on the evolving trends in the apparel industry and how the company is adapting to meet the demands of the market.
Shifts in the Apparel Industry: Sustainability and Online Shopping
The apparel industry has witnessed significant transformations in recent years. One notable change is the growing emphasis on sustainability, both globally and in India. Consumers have become more aware of the environmental impact of fast fashion, leading to an increased demand for eco-friendly and sustainable clothing options. Indian fashion brands, including Indian Terrain, have taken the initiative to incorporate sustainable practices into their manufacturing processes, such as using organic fabrics and promoting ethical production.
Another major shift is the rise of e-commerce, which has revolutionized the way Indians shop for clothes. Online platforms provide consumers with a convenient way to browse and purchase a wide variety of products from the comfort of their homes. This shift has also provided small and local fashion brands with opportunities to reach a larger audience through online marketplaces.
Indian Terrain’s Popular Product Categories: Madras Check Shirts and Chinos
Indian Terrain’s Madras check shirts and Chinos have become the brand’s unique selling propositions. The Chinos category offers a wide range of options, including premium, smart casual, and blended performance varieties with innovative fabrics and fits. Linen shirts, corduroy shirts and trousers are also in high demand. The Premium Linen collection, suitable for both spring-summer and autumn-winter, has garnered attention from fashion-conscious consumers. Corduroy shirts and trousers, on the other hand, are preferred choices for the colder months.
Indian Terrain’s Remarkable Journey and Global Presence
Indian Terrain has carved a niche for itself in the Indian market as one of the leading menswear brands renowned for its commitment to quality and style. While the brand primarily focuses on serving its valued customers within India, it acknowledges the potential for global expansion and actively explores opportunities to share its essence and offerings with a wider audience beyond national borders.
Challenges Faced by Apparel Manufacturers in India
Apparel manufacturers in India face several challenges. Rising raw material costs, particularly in the case of cotton, pose a significant concern. Fluctuations in cotton prices can exert pressure on manufacturers’ profit margins, making it challenging to maintain competitive prices amidst such variability. Additionally, manufacturers must navigate fierce competition from countries with lower labour and production costs. To thrive in this competitive landscape, Indian manufacturers must prioritize efficiency, innovation, and unwavering commitment to delivering exceptional quality. Balancing affordability, quality, and sustainability adds further complexity to the equation in response to consumer demands and evolving industry standards.
Indian Terrain’s Sustainable Practices
Indian Terrain takes pride in being the first high-street brand to partner with Fairtrade, a global organization ensuring sustainable practices and fair wages for cotton farmers in India. The brand has positively impacted the lives of over 10,000 farmers by procuring 300 tonnes of seed cotton from Fairtrade farms to date. Indian Terrain’s exclusive collection of Fairtrade-labeled goods has gained recognition, earning the brand the Fairtrade Business Partner of the Year and Fairtrade Impactful Communication of the Year awards.
Future Opportunities and Growth Plans
Indian Terrain aims to reach more towns in India, expanding its presence and offering its products to a broader audience. Additionally, the brand plans to introduce accessories for men, complementing their clothing line and offering complete and stylish outfits.
To ensure continued success, Indian Terrain emphasizes innovation and product development. The brand conducts extensive market research to identify customer preferences and collaborates with key manufacturers and experts to create distinctive fabrics, designs, and technologies. Investment in cutting-edge technology and automation in manufacturing enhances Indian Terrain’s ability to craft modern and intricate products. Furthermore, sustainability is not just a selling point for the brand but an integral part of its identity, aligning with the growing demand for eco-friendly practices within the industry. The brand actively engages with customers through social media, surveys, and feedback mechanisms to tailor their offerings and ensure high-quality products.
Indian Terrain’s growth strategy encompasses both short-term and long-term goals. In the medium term, the brand aims to achieve consistent mid-teen per cent growth year after year. Looking further ahead, Indian Terrain is committed to expanding its presence, enhancing its performance, and increasing production capacity to meet the growing demand for its products. The brand plans to achieve this through technology and infrastructure investments, supply chain streamlining, and exploring new partnerships all while maintaining a focus on sustainability and eco-friendly practices.
With its unwavering commitment to quality, style, and sustainability, Indian Terrain is well-positioned to continue its remarkable journey as a leading fashion brand, catering to the needs of the modern Indian man.
