The ₹600-crore apparel brand Indian Terrain Fashions Ltd. has refreshed its brand strategy to develop a friendly ecosystem to fortify its customer community.
‘‘The brand strategy will focus on who we are and what we stand for,’’ said Venky Rajagopal, chairman and managing director.
Hoping to become a ₹1,000-crore company in three years, Indian Terrain, he said, focussed on ‘‘fitness-conscious young Indians who want to grow and lead a healthy life.’’
As part of this, Indian Terrain had chosen to be the title sponsor for the maiden Champions Sportive Series, a competitive two-part multi-city event for amateur cyclists, in India.“Cycling is a way of life in the west,’’ Mr. Rajagopal said. Cycling ideally reflected aspirational young Indians.”
‘Top selling brand’
The Indian Terrain brand is present in 60 Tier-II towns with Kakinada in Andhra Pradesh being the latest addition to the list. Mr. Rajagopal claimed Indian Terrain was the top selling brand in chains such as Lifestyle and Central. ‘‘We are selling across 50 stores in Trend. They now want to scale it up to all of its 150 stores. We have two stores in Tiruppur but the franchisee wants to have one more,” he said.
