Avirate to penetrate Indian market

Sanjeevi JAYASURIYA

With the opening of the first flagship store in Bangalore last December, Avirate brand of Timex Garments is looking at an major expansion plan in India.

“There will be seven stores in India by the end of this year with plans for more stores next year.

“We have successfully position Avirate brand in customer minds and this has push the confidence levels up, Timex Garments CEO Arshad Sattar said.

We will make our presence in key malls in India targeting foreigners and high-end consumers down the line. Avirate will venture into online portals where it has become a big business in India, he said at a press conference held on Monday in Colombo.

Avirate brand entered into a new phase of branding when it launched “A dress” at the British Home Stores to better attract up market consumers.

“We have recorded tremendous growth with the Timex Garment own Avirate brand during the past 18 months in operation.

We are expecting high returns in Indian stores in Bangalore, Chennai and Delhi. The Indian operations are expected to reach US $ 10 million in turnover next year with $ 3.5 million sales expected in Avirate Sri Lanka, he said.

Timex will deploy a two fold strategy to capture markets in Asia, Far East and the Middle East. Avirate is the first Sri Lankan company to introduce a garment brand to European market.

Timex having a different approach for its production, will manufacture 50 percent of the volume for the Sri Lankan and Bangladesh markets which has predominantly become the dress house in Sri Lanka.

“We plan a robust growth and will be looking at a total of 30 stores in India next year. This is a prestige for a Sri Lankan brand and plans to enter into multi brand outlets and shoppers stores where we are looking at Dubai, Singapore, Hong Kong and Malaysia positively, Sattar said. The brand plans to increase the customer base to 30 percent in the first quarter 2013 with a novel business model and strategies in place.