Popular shirts brand Cottonking has introduced a variety of shirts in its current range. “These include shirts with a carbon peach finish, stain-resistant shirts and a new range known as Aerosoft,” informs Kaushik Marathe, Director of the brand. The brand also offers a wide variety of designs and prints. “Floral prints are popular nowadays. Besides, we also offer checks and stripes in good numbers. Though majorly cotton based brand, we also have cotton linen shirts in our collection. The color palette is largely blue, green and maroon,” he adds.
Marathe sees shirt as a promising category both in terms of business and volumes. “Men require more shirts than trousers and T-shirts. They usually have three to four shirts over two trousers. Obviously it has promising growth prospects,” he says.
Ensuring right prices and value to customers
Cottonking has been manufacturing shirts since 1996. The brand offers both formal and semi-formal shirts. “Our consumers prefer slim fit over regular fit. Rather than core formals, they prefer semi-formal shirts. For these customers, we have introduced a new range called weekend formals,” Marathe explains.
He believes the shirts industry has changed a lot over the years. “People have become more value conscious, price sensitive and smart as they now have a lot of options to choose from. You have to keep up with fashion and keep introducing new things,” he adds. For such customers, Cottonking is as preferred brand as it is an affordable brand. The brand’s in-house production, strong supply chain and delivery enable it to save a lot of money. “We ensure right prices and value for our customer,” notes Marathe adding that the brand’s production is growing 15-20 per cent every year.
Cotton to remain the preferred fabric
Predatory pricing is another challenge that the industry faces. “Reducing your prices to a ridiculous level to bring competitors market down is not a fair market strategy,” states Marathe. His brand is currently present in Maharashtra, Telangana, Goa, Madhya Pradesh and Gujarat. “We have 185 stores in Maharashtra and plan to increase this to 200 in the next four to five months as we have about 20 EBOs lined up for launch,” he informs. In future, Cottonking plans to stick to cotton only. “Indian climate is favorable to cotton and the market will continue to grow,” Marathe sums up.