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13 Nov 2023

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Exclusive brand outlets (EBOs) EBO network is an integral part of our business model with a majority of our sales being generated through them. We have an aggregate of 1.3 million square feet of EBO retail space across 223 cities and towns in India and 8 cities internationally. We opened our first EBO in Bhubaneshwar in 2008 and our first overseas EBO was set up in 2011, in the United Arab Emirates. Our franchisee-owned EBOs are designed with a combination of aesthetic appeal and modern touch. We have 61% of retail space in FY22 attributable towards our flagship stores.

GROWTH OPPORTUNITIES - KPMG Report
Industry Structure and Development
Overview of the apparel retail market in India
The domestic market is expected to continue to grow strongly until Financial Year 2025, clocking up to INR 8.1 trillion to INR 8.2 trillion, registering a CAGR of about 18% to 20% between Financial Years 2022 and 2025.
All the apparel segments to register high growth during Financial Years 2022 to 2025
Men’s wear segment projected to be the fastest growing over Financial Years 2022 and 2025
The share of men’s wear is projected to attribute approximately 44% of the retail apparel market in Financial Year 2025, clocking the highest growth rate of nearly 20% to 22% between Financial Years 2022 and 2025, because of the availability of a wide range of brands, designs, colours, sizes, fittings, and fabrics, acceptance of smart casual attire among corporates, global fashion awareness among the youth, and a favourable young demographic in India.
Women’s wear and kids’ wear are projected to grow at a CAGR of 18% to 20% between Financial Years 2022 and 2025, respectively. Over the longer term, the factors contributing to the rise within the women’s wear segment would be the growing number of working women, deeper penetration of global and Indian branded players in the segment, higher discretionary spending, and increasing awareness of fashion trends. The healthy growth of kids’ wear in the long term is because of the rising proportion of the young population (30% of India’s population is younger than 15 years old).

Long-term growth in the domestic market will be driven by rising working population and income levels, higher penetration of organized retail stores and e-commerce, and growing preference for RMG over tailor-made garments.


GROWTH FACTORS - CRISIL REPORT

An overview of the Indian wedding and celebration wear market in India The term “Indian wedding and celebration wear” can be defined as apparel worn on special occasions such as weddings; close-knit family functions such as puja, housewarming, etc.; festivals such as Diwali, Eid, Holi, and Raksha Bandhan; and other events such as Independence Day and Republic Day
CRISIL Research expects the Indian wedding and celebration wear apparel market to grow at a 15% to 17% CAGR over the Financial Year 2022 to 2025 period, reaching INR 1,325 billion to 1,375 billion by Financial Year 2025, led by the fundamental nature of the industry, higher spending per consumer and the increasing trend of multi-day wedding functions in India. Not only is the Indian wedding and celebration wear market driven by the immediate family of the bride and the groom but also their close friends. The Indian wedding and celebration category is also driven by frequent festivities in India. Key brands such as Manyavar and Mohey have propelled their sales through celebrity advertisements to attract youth.

To achieve a deeper, connect with our consumers, we utilise targeted marketing campaigns through digital and social media, billboards, multiplex cinemas, television advertisement and live events. We believe we have developed a strong brand identity through effective brand advertising and distinct marketing campaigns for our brands. We attempt to connect with our customers at an emotional level through subtle messages that our customers can relate to. These include values-based messaging themes embedded around traditional cultural values, such as “Diwali Wali Feeling”, “Shaadi Grand Hogi”, “Pehno Apni Pehchan” “Apno Wali Shaadi” and “Shaadi ka Kharcha Adha Adha”. Some of our campaigns are also based on specific categories of persons such as groomsmen or specific celebrations and occasions.

Technology is at the forefront of our operations and is essential to us being able to attain operational efficiencies in our sourcing, manufacturing, distribution, and sales processes and delivering an enhanced retail experience to our customers. Most of our business operations are system-driven with limited manual intervention. We utilise data analytics for capturing and analysing evolving consumer preferences and purchase trends across the country and have developed a strong expertise and understanding of consumer preferences across India. We also rely upon our technology platforms to monitor and manage store inventory levels on a real-time basis and integrate our stock and supply chain with our production cycle. Our backend production processes, including our supply chain and inventory management are data-based and algorithmically managed with every stage system-driven, including the procurement of raw materials, manufacturing (on an SKUidentifiable basis), warehouse inventory management and store replenishment. As a result, we have a record of every product sold at our franchisee owned EBOs and are able to maintain synchronisation between store inventory, sales, and billing cycles from each store. We have also developed a mobile application and an upgraded website to support the customer product selection and sales processes.

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Regards,
Naresh G
SEBI Reg. RA

28 Nov 2023

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