Ekru aims to tap organic garments; to expand retail business

NEW DELHI: With the penchant for eco-friendly products increasing among the affluents, Kolkata-based Indian ethnic wear brand, Ekru plans to tap the segment by expanding its range of apparels made from chemical and pesticide free fibres.

"A major area of focus for us in future will be on organic garments, which are eco-friendly and also becoming popular among the conscious consumers in India," Ekru Co- founder Ekta Jaipuria told PTI.

She said the brand will showcase a new collection of organic garments -- which use cotton and other fabrics grown without chemicals and pesticides -- during the coming spring-summer season.

Ekru had showcased a range of such garments three years back and will be increasing the line, she added.

"Already organic garments are popular in the West and is catching up in India too," Jaipuria said.

The brand has a range of normal Indian wear like tunics, churidars, kurtas, sarees and lehengas at a price range of Rs 2,500-40,000. Its organic range of garments is expected to be priced higher.

Ekru has two company-owned exclusive outlets in Delhi and Kolkata, apart from retailing through fashion chains like Ensemble, Kimaya and Collage.

Besides, Jaipuria said the firm will also launch exclusive ranges for teenage and youth groups as part of plans to expand footprints in the market.

"We are also looking at creating some exclusive lines to cater to the teenage and youth segments. Such collections will have special features like asymmetrical hemlines, brighter colours and use of lighter fabrics," Jaipuria said.

The company plans to expand its retail footprints by doubling sales point to over 40 outlets this year in both the exclusive and multi-brand categories.

"We are targeting to have over 40 points of sales by this year across the country, from 20 currently. Besides, we have just opened our second exclusive outlet in Delhi and our next target will be to set up standalone stores in Mumbai and Bangalore," Jaipuria said.