The brand is available in over 200 stores across India including outlets at multi brand retailers like Reliance Retail. She plans to add product categories like skirts, dresses and denims to make b:kind a complete women's wear brand.
Stylish, trendy and affordable fashion is the mantra behind entrepreneur Vidhi Shah's debt design range of women's wear b:kind. Since inception the brand has sold 1.5 lakh pieces. b:kind's western wear target the mid-market segment and products range from Rs 599 for a graphic print T-shirts to Rs 1,599 for more formal wear.
The clothing line which has been designed after keeping in mind the Indian women silhouette and includes a plus size series in every collection is the unique selling proposition (USP) for b:kind
Vidhi hound a design sensibility working with Lakme Fashion Week, Pantaloons and Shoppers Stop, she believes growing up and watching her father build an apparel business from scratch has had the biggest impact.
Vidhi Shah, founder, b:kind Clothing, says that I had b:kind in my mind ever since I started pursuing design. I wanted some work experience so I joined M Square clothing, our family business, but it did not interest me much because it was a men wear entity and I was more interested into women's wear.
Since 2010, b:kind is producing only top-wear line but the September 2013 collection will have new product categories like skirts, dresses and denims as well. Today, b:kind retails out in 200 stores in India, exports 20 percent of its products to around 100 stores in the UAE and has stitched together a turnover of Rs 4.6 crore in the last fiscal. Vidhi plans to reach a target of Rs 6.7 crore this financial year.
"Our revenue model predominantly is an outright sale model, so we started with 60 managing by objectives (MBOs) in India in our first season all over India. We did try and have pan presence. Today, we have about 250 MBOs in India. We have a consignment based model as well, which works with large formats stores. So, currently we are present in Reliance Retail, Reliance Trends where we are in 12 stores of theirs," says Shah.
b:kind has its headquarter in Mumbai and the team of 12 member is aggressively targeting the tier II and tier III market.
"By the end of this year we will have our own four retail stores. We do want to make it fast fashion for now where we can fill up stocks. So, we definitely do want to have our own stores that become a major point of communication for us as well to sell the product," she added.
Focused on the expansion plans, Vidhi is in talks with private equity players to raise funds. Money will be used to expand manufacturing capacities as well as create a brand campaign for b:kind. But in the meantime she is confident of her present game and set to hit her target of manufacturing and selling over 75,000 pieces this year.
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