Indian Terrain Fashions Ltd. has been one of India’s fastest-growing branded clothing companies that fulfills the needs of man It was established by Mr. VenkyRajagopal to make premium smart-casual clothing available to men in India. Indian Terrain was launched in 2000, and in 2010, it de-merged from the parent company Celebrity Fashions Limited. The company has a merchandise range ranging from suits, t-shirts, sweaters, and coats to jeans, trousers, and types of denim. The company introduced there new brand “Indian terrain boy “ in September 2015 to acquire the market of clothing for boys. The company retails almost 1000+ multi-brand stores across India.
Indian terrain is ready to expand the business in India as a part of it they are focusing on opening the stores on the small towns and promoting online sales. The reason behind this strategy that during COVID-19 the after-effects are low and the business in every sector is going well so they consider opening stores in tier-2 and tier-3 cities and towns. Some of the places like Hubli, Lucknow, Siwan, Ooty, Ganganagar, and Srinagar the stores completed a successful two decades.
Indian terrain is investing almost 900 crores for opening the new stores including malls and small villages, The opening of new showrooms in villages is a long term strategy and this is because of considering the present situation. Nowadays most people are spending their time in their own homes so the clothing purchasing behavior is also changed. The men and boys are preferring sports tracks, joggers, t-shirts, and shorts because of the work from home and online classes so the company is likely to produce these things rather than casual. The COVID-19 makes a huge impact in the clothing industry also the retail shops cant open in the malls and it reduces the turnover of the company.
The online sale of the Indian terrain is not in good condition it just 10-12% so they are promoting the e-commerce channels to reach the customers and maximize the sales they are targeting 25% for the next 3 years. They focused on the online partnership with Flipkart, Myntra, and Nykaa and the own website also. The COVID-19 pandemic situation has to end soon for reaching the business at higher levels, till that time the organization will struggle to cover over the corona to setback the old days.
