As the name clearly suggests O Girl is a girls’ brand backed by Smile Apparel. The brand focuses on ethnic clothes which includes churidar, patiala, punjabi suits etc. And as Narayan Bhanushali, Director, O Girl says, these are not run of the mill products. Every aspect of clothing is given special attention whether it is fabric, embroidery, colours, designs or themes.
Focus on detail
The brand uses silk and jacquards fabrics a lot. “Embroidery and hand work are our forte. Colour collection is a mix of soft and loud tones. The range of colours is vast since the category we deal in belongs to kids. Colours and designs matter a lot in kids clothing and we try our best to ensure they are plenty in our range. Comfort is another essential component. A lot of detailing goes into our product.”
O Girl makes 15,000 pieces per month. All the production is done in house. The designs are also created in-house. This gives an advantage in terms of pricing and quality. “We are cost effective and quality oriented in every respect. Our brand makes a value for money products. And that’s why we have survived for the last 20 years. Survival is not easy in this competitive world if you don’t know how to maintain a balance in product quality and pricing. The products are in the range Rs 1,000 to Rs 2,000. The age group is 2 to 13 years.”
The brand’s USP is durability as he explains, “It is a perception that ethnic wear is a ‘one time use’ product but our clothes are given a treatment so they do not lose sheen and can be used for a long time and this is our USP.” He goes on to add competition does not bother them as over the years they have a strong hold on the market.
Narayan discloses their retail strategy, “We deal with distributers and agents directly. We Mumbai-based and have a strong presence in the Southern region. We have a presence in 10 states through MBOs. We only do offline business.”
As for the future plans, they hope to grow exponentially and keep adding new categories in the same product line.