If
you go into any mall watch out for Koutons retail outlets. Why ? Let me ask
you a question , which apparel brand has the highest number of exclusive retail
outlets? It is not Levis or Benneton
or Arrow , it is Koutons . It has 1000 exclusive stores almost 4 times of any
other apparel brand stores. An impossible target for even big spending MNCs.
This
is the story of Mr. D.P. S. Kohli. In 1984 sikh riots his television manufacturing
venture called Apollo Television was destroyed . Kohli
was forced to work as an insurance surveyor to pay off his loans. But his spirit
was not broken , he was determined to rise again and he started his jeans manufacturing
business, called Charlie Creations, with his brother-in-law in 1991. He
has learnt his lessons and decided to sell from his own exclusive stores so that
he has control on his brands. The
Koutons story reveals how much a regional brand can grow in a short span of 15
years competing with major corporate brands.
Koutons
is totally consumer focussed and depends on brand loyalty for it's tremendous
expansion and gowth . The entire idea
of Koutons is to give the people the sense of satisfaction and feel that they
are owning an international quality brand.
Koutons often come up with crazy schemes( 50 % +40 % off) to introduce themselves,
or to make the initial push for the consumers to try their brand. Koutons
Retail India Ltd. (KRIL currently has a network of over 1000 exclusive brand outlets
of total 8.4 lakh sq ft spread across 221 cities in India.
Koutons
was Nominated for "Brand of the Year - Men's Casual Wear (Large)" by
the Clothing Manufacturers Association of India. |