11.09 Baba Ramdev 300x200

Patanjali enters branded apparel space, aims Rs 1,000 cr business in FY’20

Baba Ramdev-led Patanjali Ayurved on Monday forayed into the fast growing branded apparel segment through its brand ‘Paridhan’ and expects a sale of around Rs 1,000 crore next fiscal.

Patanjali enters branded apparel space, aims Rs 1,000 cr business in FY'20
Baba Ramdev-led Patanjali Ayurved on Monday forayed into the fast growing branded apparel segment through its brand ‘Paridhan’ and expects a sale of around Rs 1,000 crore next fiscal

According to a PTI report: The Haridwar-based firm plans to open around 100 outlets of Paridhan by the end of this fiscal and have a network of around 500 stores by March 2020, mostly on franchise model.

It has introduced three brands — LivfitAastha and Sanskar– targeting customers across all age groups.

“This year, we would have a network of 100 stores ranging between 500-2,500 sq feet. We are aiming a turnover of around Rs 1,000 crore in the next fiscal,” Baba Ramdev was quoted by PTI as saying.

He further told PTI:”It would also be available online by next year. We are working on it.”

While Sanskar would be a range of menswear, Aastha is a women’s brand and Livfit would have a range of sportswear and Yoga dresses.

“Our target is to compete with multinational companies in this field such as adidas, Puma,” he told PTI adding the Paridhan range would be around 30-40 per cent cheaper and would target ordinary people.

The company may plan to have standalone store of its three brands, depending on the catchment area and availability of space, said K M Singh, who is heading the apparel business of Patanjali.

According to Ramdev, in textile industry, 90 percent sales is through unorganised segment and the branded segment accounts only 10 percent, in which there is hardly any Indian brand.

“We want ordinary people to feel proud of wearing domestic brand,” he further told PTI.

Besides, Paridhan would have a range of artificial jewellery and wedding clothes which would be at least 40 per cent cheaper than rivals, he claimed.

Range of Patanjali jeans would start from Rs 500, shirt (Rs 500-1,700). Paridhan would have around 1,100 options along with 3,500 SKUs of menswear, womenswear, kidswear, denim and accessories.

The company is sourcing from 90 vendors across India and would encourage small and medium enterprises, Singh added.

This is the ninth venture of Patanjali after entering into herbal ayurved, natural pure products, cosmetics, personal care, cattle feed and biofertilisers, dairy products and frozen vegetables and packaged water.

Patanjali, which had recorded multi-fold growth in recent years, witnessed a marginal growth only last fiscal hit by the implementation of GST, finishing at around Rs 12,000 crore.

In 2016-17, Patanjali clocked a turnover of Rs 10,561 crore, registering 111 percent growth.

Source: https://www.indiaretailing.com/2018/11/05/retail/patanjali-enters-branded-apparel-space-aims-rs-1000-cr-business-in-fy20/

Pikachu Maise

Pokemon catches Pokemon capsule

The Pokémon Company International has teamed with French fashion label Maison Labiche for a new capsule collection of apparel and accessories for men and children that celebrates its brand and characters.

The new range offers classic French silhouettes such as marinières (sailor shirts), t-shirts, baseball caps and more with embroidery inspired by Bulbasaur, Charmander, Squirtle and Pikachu. The Pokémon capsule will be available for purchase beginning Nov. 15 online and at the Maison Labiche flagship in Paris as well as other high-end shops in France, such as Le Bon Marché, Printemps and Citadium. In the U.S., the collection will be available at Saks Fifth Avenue and The Webster.

The capsule’s launch date is set to coincide with the release of the video games “Pokémon: Let’s Go, Pikachu!” and “Pokémon: Let’s Go Eevee!” which will launch exclusively on Nintendo Switch Nov. 16.

The new Pokémon film, Pokémon the Movie: The Power of Us, will be released in theaters in select territories Nov. 24.

source: https://www.licenseglobal.com/entertainment/pokemon-catches-clothing-capsule

Ganesh Subramanian

Possibilities in Retail through AI & Robotics: From GiTex

By Ganesh Subramanian

Founder & CEO @ Stylumia

We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don’t let yourself be lulled into inaction – Bill Gates

The combination of artificial intelligence (AI) and  collaborative robotics has the potential to change the world. AI unlocks entirely new capabilities for robots, which, without AI, are rigid and unresponsive to the world around them. We were able to spot many real life applications at the intersection of robotics and AI. This edit is a recap of some of our observations. 

Lead innovations in retail will start to happen in the area of mass public consumption. By keeping a close watch here, you will be future-aware and get future-ready.
#1 Robotic Cocktail/ Mixologist

Cooking is an art for chefs, and when a mixologist readies a glass of drink to meet the customer’s expectations and satiate his thirst, it’s both art and science at play. Watch a robotic mixologist in action here or click the image.

#2 Shop Comes Home

Why go to a shop when the shop can come to your door step. A smart combination of Cab Hailing, Self-Driving Car and Shopping all in one. Watch this innovation here or click the image below.

#3 Robotic Pharmacy

From prescription to tendering the medicine, this robotic pharmacy is fully self-serve. With digitisation of the medical system, this explodes the possibility of using data to improve both the doctor’s diagnosis and future prescriptions. You can watch this innovation here or click the image below.

#4 Offline Retailing Personalised to One

With a face scan, pick up a self help scanner and start your shopping. As you scan an item, contextual offers, promotions, marketing messages pop-up. Complete your shopping, check out with your wearable. This is retailing to the level of one which best of companies are able to practice online now, coming to offline soon. You can watch this innovation here or click the image below.

Here is an unmanned store concept. Enter with your Face ID, shop and keep moving.

#5 Localised Automation

Automation need not be at the scale of a Store. This innovation is a clear example of automating one process, for eg., Check-out scanning. One of the key issues in bar code based scanning is many bar codes are not readable and there is plenty of time wasted and customers have to wait. This 3D scanning machine with computer vision can recognise the products irrespective of where the bar code is and even if the bar code is missing (using the image and text on the packaging). You can watch this innovation here or click he image below.

#6 Computer Vision: Possibilities

Computer vision provides machines, the cognitive capabilities which helps machines now to do a lot of skilled jobs at scale. The following possibilities are covered in the video below

a) Object Identification
b) Weapon Detection
c) Character Recognition
d) Personality Identification
e) Violence Detection
f) Emotion Detection
g) Drowsiness detection

You can watch this innovation here or click the image below.

#7 Smart Wall

This is a see through smart screen which can be fixed in malls or retail stores with a camera right on top. As the people walking by stop there, they will get personalised recommendations of brands and products. They can interact with the screen and shop. The walls collect information on the people who came using the camera and share the details on customer profiles and their interactions with the brands. Consumer research and interactions made simpler and at scale.

Social and humanoid robots will help us do a lot of mundane tasks in the time to come. I had the opportunity to interact with Sofia, the world’s first robot citizen, and Han (a humanoid robot created by Hanson Robotics). I also interacted with another mini social robot which converses with us and slowly becomes like ours, a huge potential in changing education and user interfaces in the time to come. We captured these memories below.

You can watch Sofia in action here or click the image below.

Hope these innovations are stimulating some thoughts in you for the business you are in.
With the capabilities of machines improving by the day, what we need to do as human is changing rapidly. If you are not seeing it, it is coming to you faster than you think. It is important for each one of us to look at the skillsets of our teams and organisations in this context to be future-ready.

Apart from bringing the AI technologies to fashion and retail industry, we at Stylumia would like to play a role in the skill enhancement with respect to understanding the technologies available today.

If you would like to know more about future skill-sets required for a fashion brand or retailer, please get in touch with me on the following  – Email: support@stylumia.com : Mob +91 8010812602

Desigual and Coca-Cola partner to present the most ground-breaking capsule collection for next autumn

  • Desigual has collaborated with Coca-Cola to create an assortment of original, vibrant items.
  • Featuring the iconic Coca-Cola logo, the first drop from the collection will be comprised of seven pieces with vintage yet utterly timeless design. The Desigual FW18 collection is bursting with surprises that will have everyone talking. One of these is the launch of the collaboration between Desigual and Coca-Cola to create a collection of original, fresh and colourful garments featuring the global brand’s logo. The collection consists of classic pieces for all kinds of occasions, and includes everything from basic, simply-designed T-shirts to vibrant leather jackets. This collaboration has given Desigual the opportunity to unleash its imagination and create unique garments that will complement the collections from the six upcoming seasons. Desigual is known around the world for its daring and striking designs, and this collection will be no different. This collection is brimming with bold logo treatments, fabric combinations, asymmetrical cuts, etc., as well as the unmistakable Coca-Cola Spencerian script that is part of each design. A combination that is sure to make headlines.
  • This first drop, which is part of the upcoming autumn-winter collection, features seven pieces, five of which are women’s clothing. The emblematic Coca-Cola red is prominently featured in many of the pieces, creating an incredibly iconic and unmistakable collection between Desigual and Coca-Cola. Clothing for women who want to dress differently and stand out: Desigual has woven the well-known Coca-Cola logo into the designs of biker jackets, outerwear, shirts and shoes to create truly unique fashion items. The men’s pieces are two T-shirts that are expected to become brand classics: everyday, yet never boring, T-shirts with an irresistible identity thanks to the fusion of the two brands.

Ecommerce companies roping in celebrities to add star power to their brands

Amazon and Flipkart are roping in celebrities to push their brands, reported Economic Times.

Amazon has already brought A-lister celebrities like Amitabh Bachchan, Alia Bhatt, and Salman Khan to promote Amazon Prime Video and its upcoming Prime Day.

Rival Flipkart named Ranbir Kapoor and Shraddha Kapoor as its brand ambassadors last month and has rolled out a film featuring these actors offering fashion advice.

According to the report, e-commerce companies have been using celebrities to promote sales events and also for more customer acquisition.

For example, Bollywood stars Hrithik Roshan and Deepika Padukone co-own brands with Myntra.

Both sell their respective celebrity brands of All About You and HRX and Myntra has been using the duo extensively to pitch products through television ads and social media and calling consumers with recorded ads.


Source: https://www.cnbctv18.com/retail/ecommerce-companies-roping-in-celebrities-to-add-star-power-to-their-brand-317661.htm


PepsiCo’s Frito-Lay division has partnered with Dominic “The Shoe Surgeon” Chambrone for the “Sneaker Stash” program, a limited-edition sneaker collaboration.

PepsiCo’s Frito-Lay division has partnered with Dominic “The Shoe Surgeon” Chambrone for the “Sneaker Stash” program, a limited-edition sneaker collaboration.

Under the terms of the deal, PepsiCo will host a contest with daily sneaker giveaways. Grand prize winners will be given a custom pair Ruffles-branded sneakers created by Chambrone.

“We’ve found that our core consumer has really upped their fashion sense, especially when it comes to footwear,” said Tina Mahal, vice president of marketing, Frito-Lay North America. “That’s why we wanted to bring both worlds together—sneaker culture and snack lovers—because they’re often one and the same.”


Source: License Global


Maura Regan_LIMA - final


This year, in a first, IFF brought an eminent panel of international and domestic luminaries drawn from licensing, fashion and retail, to share their views and insights on key trends, synergies and how licensing can enhance the fashion business. Insight Partner- The International Licensing Industry Merchandisers’ Association (LIMA)

Opening Statement 

Maura Regan_LIMA - final
Maura Regan – Executive Vice President, LIMA

Maura Regan, Executive Vice President, LIMA, in her opening statement said, “I am particularly excited about the industry because as I see it as an industry particularly to drive growth locally in the countries as well as on a global brand. There has been a lot of discussion how to drive growth and how to engage the consumers and alternatively how to drive revenue for all our business partners. When you are thinking on these lines it’s very important to realize the value of ‘Brand Licensing’ as a business model. There is not a less risky way to get into differentiating your product category to the consumer with brand licensing. Here you are investing into something at a very low risk level at somebody who has spent many years in developing a brand. So it’s less risky for one to enter through brand licensing way. You must know that most companies’ market capitalization is driven by brand recognition. Fashion in particular takes a lot of advantage of brand licensing. You have examples of fashion major likes Tommy Hilfiger, Calvin Klien etc which was the early adapters in the brand licensing industry. All of these companies are using smart licensing and delivering good revenue to their companies’ bottom lines. Some of the other trends which were seen across the board in licensing were particularly the consumer buying patterns from online to offline where it is largely driven by the recognition of brand licensing. Another big trend which was also seen is what I call is “follow the thread”; this means we want you to look good, feel good and do good. This means that the consumers wants to know what they are wearing; where it is produced, how it is produced, is it sustainable as they are conscious of what they are. Fashion is an expression of lifestyle with a drive and hope that you belong to. Fast Fashion in particular is more of a trend than the way of life these days. What we are particularly seeing that the consumer is looking for an experience with engagement at the retail level, a quality product and something which they can feel good about. And the way to get there is through smart brand licensing.”


Panel Discussion







Jiggy George, Head, LIMA India and Founder & CEO, Dream Theatre








Nicolas Loufrani, CEO, Smiley Company    






Sanjeet Mehta, Executive Director & Head – Disney Consumer Products – The Walt Disney Company






Vivek Bali, COO, Sephora India at Arvind Lifestyle Brands Ltd






Girish Kumar, Trading Head, Shoppers Stop






Rajesh Narkar, Brand Director/VP, Myntra






Shweta Pandey, Director Counsel, Head Legal & Member, Board of Directors 

Excerpts from the panel discussion:

Kicking off the session, Jiggy George said, “We have had a very interesting phase in licensing in India. Three things which are very important for this industry to grow exponentially. Out of these two things which work in India phenomenally well is that we have a large consuming class and our niches are very large and second is that people have an understanding of the brands. The third element which is really not intersecting is retail. Our organized retail is exceptionally small. There has been a great disruption from the perspective of e-commerce which has increased the consumption ratio. The offline retail is growing but not at the pace where we in the world of licensing would like to see. But it’s just a matter of time where we started from a small base and it would grow and take off.”


Moderator to Sanjeet Mehta: We are great viewers of Disney’s content. Why is the No.1 entertainment company in the world so obsessed with fashion?


Sanjeet Mehta: Fashion is one of the biggest categories not in India but globally. If I look at the success factor of Disney with fashion segment it boils to 2 major factors. Fashion has been moving from just being centered to product design to storytelling where Disney fits in so wonderfully. The other aspect is product design which resonates and goes very well with every product category in fashion. We have fashion across all age categories right from Mickey which has different art styles for different age groups i.e. infant, kids, youth and adult.


Moderator : When it comes to storytelling it resembles well with a brand like Smiley which is seen everywhere from your mobile to a newspaper. So is Smiley a character or a fashion brand. Secondly, how have you been so successful around the world from fashion perspective?


 Nicolas Loufrani: Smiley is a fashion brand and is still not recognized as a character. It was my decision to make it a fashion brand as it is huge canvas. I have a fashion background with my studio in London where we think on creative lines of fashion for Smiley. Licensing is not and buy and sell model. Licensing is a partnership between the licensor and the licensee. Each side is bringing something to the table. As a licensor we bring along the history, brand value, and knowledge of our brand and it’s copyright. And on the other hand the licensee is bringing the product developers, manufacturing, the retailers and logistics etc.


Moderator: What is the value proposition which is really required for a License to work?

Vivek Bali: On behalf of Arvind I would say firstly it is the strengths of the brands and then the strength of Arvind to take this further into distribution and build the brand. So the brand proposition has to be very strong and how successful they have been globally. How they have marketed the brand. What type of customers they have targeted around which segments. And finally what are the markets spends which these brands might do while we would spend to create assets for them and localize it. I think Arvind has the strength in terms of specialty manufacturing, the economies of scale to deliver a price and distribute the brand across the length and breadth of this country.


Moderator: When it comes to brand and characters which amplify by way of entertainment. How does it validate as pure fashion play in retail? Does it work or not?


Rajesh Narkar: We being in e-commerce, we reach far more customers than traditional retail. We clearly figure out quickly if there any white spaces available in the first go. Everything that we do in fashion space with our private labels and brand licensing, we look at the proposition and who are the consumers. Putting consumers in the center, we figure out if there are likely brands in this space itself and whether they are in India or global. Post this we figure out a partnership model. The final part which we look at is the scale. Myntra today has 30 million customers on the site every month. Within this you have certain amount of retail properties or visible site when the consumers download the app. We look at how a new brand is filling this gap. If all these propositions align in our list then we look at a final go ahead at taking up the brand.


Moderator: Online retail works on data, what about the advantages in offline retail? How does one evaluate physical retailing?


Girish Kumar: The biggest advantage of offline retail is its straightforward wherein we are talking to the customer directly and we are not talking to a screen. This way, you can engage with the customers directly and get to know exactly what are their dreams, their aspirations and their needs. Shoppers Stop has been partnering with multiple licensors across various levels from a private brand to a company like Disney to celebrity brands.


Moderator: Everything you do is based on law and legal contacts? What’s your take when you look at international brands and licensing them in India, the challenges which you face?


Shweta Pandey: We are living in an omnichannel retail era where the consumers are very aware and know exactly what is that they are looking for and the associations they want to make when they are picking up a product. There is lot of pressure on retailers today to continuously keep innovating and putting the best in front of the customers in their respective segments. What Licensing helps you do at that basic level is help with that innovation and being able to put that value in front of your customer at a very low risk. So the License does stand to benefit here as some of the initial investments and stake in the goodwill is not something which is upon him. What it means that from the licensor’s perspective it is very important is that when you are looking at licensing your brand which you have built with lot of effort over the years, you enlist matching your philosophy with that of the licensor.

India as country is very difficult country to work in when it comes to trademark protection, copyright etc. So my advice is you should be careful in choosing your partners and laying down everything which is required from a commercial perspective into writing.


Moderator There is a great urge within Licensees to build their own brand vs. Licensing brands?


Sanjeet Mehta: If you just look at the character licensing space in India there are broadly two approaches which are available. We all in fashion there is huge move towards private labels. The two options which are available with retailers are that he can create Disney as a separate line and brand it Disney or this proposition can fit in their private label. The crux of the licensing is that anything you license out at the local level has to be in some conversation around that brand of that subject. I don’t think one should reinvent wherein this is where lot of people go wrong.