Most of the apparel exporters are now getting into domestic market also, no matter how big or small, direct or indirect the intervention is, among them there are a few who have entered the domestic market with long-term vision looking at it as another area of sustainable growth.
Go Go International, Bangalore having workforce of more than 3,000 people and doing an annual business of almost US $ 30.76 million (Rs. 200 crore) has launched its brand ‘Antigravity’ for domestic market. The company is targeting youth, men as well as women, through its brand. With the backing of three decades of experience, the company is already working with Puma and Levi’s in Indian market while for exports it has clients like M&S, Forever 21, Gant, Ann Taylor, etc.
“Fit and soft hand feel is strength of ‘Antigravity’ apart from our strong design and manufacturing expertise. We have observed that one of the biggest challenges for domestic brand is the back-end support especially in sourcing and manufacturing while both of these are our strengths. Initially we are expecting to sell 50,000 pieces and double it by next season,” informed an enthusiastic Achal Goenka, Director, Antigravity and Go Go International.
Going forward, the brand will cover a wide range of products like Tees, joggers, shirts and shorts, further it may add denims, jackets and pullovers too. As of now, Antigravity is available with e-retailers and further planning is to add distributors and other modes of retailing. “Yes, there are challenges like payment and credit, brand building and smaller quantities, but we are geared up and targeting growth of US $ 1.53 million (Rs. 10 crore) for the current season and US $ 4.16 million (Rs. 25 crore) for next financial year,” concludes Achal, who is also an MD in Paediatrics, Medicine, though his core experience is 25 years in the apparel industry.
