After working as a brand consultant for two decades, Nischal Puri launched Artimas Fashions in collaboration with popular Kolkata-based hosiery manufacturer Lux Industries. His aim was to build an aspirational brand for the youth which led to the inception of Artimas Fashions in early 2019 with an investment of Rs 7 crore.
Creating brand awareness
Well-capitalised for growth Mumbai-based Artimas Fashions aims to build brands in the innerwear and activewear space for men. It has already launched two brands: One8 and ActiMaxx. One8 is owned by Virat Kohli and licensed by Artimas Fashions. The second brand, ActiMaxx propagates holistic fitness. The products are designed with in-depth analysis of body metrics of potential consumers during market research. They are tested across consumer demographics in India and are aimed at 18 to 30 year olds.
A 20-member team, Artimas Fashions aims to first build these brands and cross a threshold topline before raising investments from venture funds. The company aims to create awareness about these brands and garner sufficient market shares in their respective segments.
Exploring all retail channels
Artimas Fashions aims to build these brands across all channels of sales, ecommerce, modern trade, and mom-and-pop clothing stores. They will be retailed through over 15,000 multi-brand outlets across India and help Artimas to capture the imagination of the youth. Currently they are available on ecommerce sites like Flipkart, Amazon, Myntra, etc.
Competing with brands like Jockey and many smaller brands in India, Artimas Fashions will eventually become a house of brands with time. For now, though, the company aims to focus on the lucrative apparel market that will be worth $59.3 billion in 2022, making it the sixth largest in the world.