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Anna Peter

Mumbai , Sept. 6

CENTURY Textiles' strategy to reduce fabric exports and concentrate on the domestic branded apparel market has paid off so well that the company is now eyeing value-added garment exports.

Its apparel brand `Cottons by Century' which reported a turnover of just Rs 1.6 crore in 2002-2003, the first year of its creation, notched a turnover of Rs 10.5 crore in 2004-2005. The current year's turnover is expected to be between Rs 25 crore and Rs 27 crore; touching a Rs 100-crore turnover in three years is an achievable target, said Mr Subrata Siddhanta, General Manager, Apparel and Retail.

The company had changed its earlier emphasis on fabric exports and turned to the domestic apparel market because of better realisations. Its success has now led it to consider setting up a garment unit for exports or working through the buying agency route.

Mr Siddhanta said that to improve sales, the company lowered its target age group to 25 years from 35-45 years earlier and is concentrating on SEC A and B towns initially. It has created entire wardrobe solutions to cater to today's consumer, including shirts, trousers, t-shirts and even accessories such as ties, belts and wallets.

The company has largely kept away from the electronic media, and advertised in mainline magazines "to build its brand thematically" and is positioning the brand as `all-occasion cotton wear at an affordable price'.

For Indian consumers, price was an important factor and the company had created a contemporary product that was in line with fashion and quality standards, according to Mr Siddhanta.

He said that for the local customer the price was the `wow' factor that decided whether the product would make a splash or not.

With this, the average turnover of its stores rose substantially to Rs 22 lakh a store compared with an average of Rs 4 lakh - Rs 5 lakh earlier.

The company has decided to market its products only through exclusive brand outlets initially and is expanding this network. Last year, it set up 19 stores, and intends to add another 20 stores this year.

Mr Siddhanta said that on average about three or four stores would be added every month. For instance, in August it set up a store each in Enakulam and New Delhi.

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