'Being Human' fashion line on expansion spree

Promoted by Bollywood actor Salman Khan, the Being Human range of merchandise has clocked Rs 140 crore in revenues since its launch in January 2013 in India. Mandhana Industries, which has the worldwide licence to design, manufacture and retail Being Human products, has got an aggressive expansion plan for the brand. Apart from its presence in about 14 countries, Being Human products will soon be launched in the UK, South Africa, Canada and Sri Lanka.

Manish Mandhana, managing director at Mandhana Industries, expects a growth rate of 40 to 50 per cent for the Being Human fashion line in the next three years. The company currently operates through 23 standalone stores and will soon be adding 25 standalone stores, as well as increasing selling points, i.e., shop-in-shop models, from 100 to 350. Products for both men and women range from T-shirts, costing Rs 799 (each), to jeans, wallets, belts, flip-flops, to jackets priced at Rs 9,000 (each). It will be entering the kids wear category next year. Also, the categories Being Human is planning to enter include skirts, jeggings, women's dresses, (tentatively) shoes for men and any other product that will have a direct correlation with lifestyle, adds Mandhana.

According to a survey that Mandhana Industries ran across its stores, a repeat purchase of almost 70 per cent is taking place because of the product quality, its affordable pricing and international look, while 30 per cent is due to Khan's brand image. "We do advertise in media to announce what's new to our customers but our ad spending is controlled. The brand recognition is phenomenal," says Mandhana.

There's more. Mandhana Industries has tied up with corporate houses in sectors such as IT, automobile, hospitals, schools and colleges to launch a corporate gear-a basic polo T-shirt with the company logo on the front and Being Human tag in the collar. The company will also come up with a biker gear that will have T-shirts, key chains, caps, polo T-shirts, among other items, in association with Japanese two-wheeler maker Suzuki Motorcycle India.

Earlier, Suzuki Motorcycle had roped in Khan as the brand ambassador. Of the 800 dealers of Suzuki, Being Human has signed this deal with 50 already, and it will be adding 300 dealers next year.

With an estimated turnover of Rs 1,358.51 crore (2012/13) and a 8,000-strong workforce, Mandhana Industries supplies to global brands such as Tommy Hilfiger, French Connection, Mango, etc. After launching the Being Human brand in France and West Asia, India is the latest destination and Mandhana is optimistic about the fact that India will take over in turnover figures soon. Mandhana is tying up with a couple of exclusive stores and multi-brand retail chains to take the Being Human journey ahead. "We have invested around Rs 60 crore in the Being Human brand, and it is our fastest-growing venture. We still have to penetrate into towns across India. We may add a few more retail concepts soon," adds Mandhana.

Being Human Foundation was the result of Khan's philanthropic initiatives. Set up in 2007, the foundation provides affordable health care and primary education to underprivileged people across India with the help of royalties received by the sale of Being Human fashion line.