News & Insights

Opportunity in Adversity: Bella Casa on an expansion roll amidst COVID-19 as its production catapults to 12 Mn units p.a.

Published: April 9, 2021
Author: Manali bhanushali
  • Company’s annual production capacity now stands at Rs 500Cr
  • Expansion of 2 existing plants, adding 1 new facility bringing in employment opportunities for additional 1000 people
  • Manufacturing capacity – 12 Mn units per annum
  • Onboarded Bollywood Celebrity Shraddha Kapoor as brand ambassador

Mumbai, April 08, 2021: Jaipur- based leading player in the fashion & retail industry, Bella Casa, has announced the commencement of a series of business expansion plans for 2021 with a total investment of INR 65 crores. The entire investment plan will be funded by the company through its internal accruals only. With a 550,000 sq. ft. manufacturing facility in Jaipur, the company production has grown from 6 Mn units to 12 Mn units per annum as the company establishes its third plant, also creating employment opportunities for additional 1000 people. Today the company holds a robust Rs 500 crore capacity for producing both apparels and home furnishings.

In 2020, as the COVID-19 pandemic struck, the company quickly began to revamp its operations in order to sustain itself through tough times. As a campus thriving with 2500 people churning out 20,000 units a day and a major expansion program in progress came to a screeching halt, the company pivoted strategies, gauging the market need. With the urge to help the community as well as keep up the business continuum, Bella Casa reached out to state hospitals and state health departments offering support through production of essentials. By April 2020, a part of the factory was reopened and Bella Casa produced bedsheets, pillow covers, PPE Kits & Face Masks for supply in Rajasthan, Gujarat, Punjab, Jharkhand, and West Bengal.

Expressing gratitude for an unhindered growth at a time when most businesses were struggling to survive, Saurav Gupta, CEO, Bella Casa says, “We have been consistent with our CAPEX for the last 10 years. Even this year when COVID struck, we are grateful to be expanding the capacity and taking the total capacity to 1 Mn Units/Month (from 5,00,000 Units/Month in FY20). While adding the production capacity, we are equally optimistic with our distribution and are now taking our brand to 400+districts from 300+districts at present.”

“We have also devoted great efforts in innovative marketing along with offering top quality products to our customers. We recently onboarded Shraddha Kapoor as our brand ambassador and are in process of executing many innovative marketing plans for the growth of the brand.”

The company announced its quarterly results in January 2021 stating it to be the best third quarter for the company since its inception. 3QFY21 consolidated constant currency sales increased by 39% YOY to Rs 53.68 Cr and consolidated net profit and EPS (without exceptional items) increased by 69% YOY to Rs 4.01 cr and Rs 3.5 per share, respectively.

Going forward, as the market conditions improve even further, the company plans to focus on its new product launches and enhanced distribution to build on the growth momentum. Overall, they are relentlessly focused on becoming more agile, increasing the pace of innovations, enhancing their go-to-market approach, and will continue to outperform the market and deliver industry-leading returns.

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