A brand that aims to fulfill the needs of all customers in the age group 18 to 60 years, OCM’s fabric brand Grado recently launched ‘Streeza’, a four-way stretch fabric for freedom of movement. “This fabric has fared well by garnering a 90 per cent share in the market,” says Manish Shukla, CMO, OTC department of GBTL that owns the brand.
Pioneer of innovations
Launched in 2017, Grado has grown manifold since its inception. The brand has many firsts to its credit. It was recognized by actor Amitabh Bachchan as a fabric of his choice. “We are also the first brand to provide ‘Retail Kits’ to our customers to aid their onward selling. In the last five years, we have introduced many innovations in our product range. We have grown our design, innovation product offerings, services, customer base apart from sales,” Shukla explains.
In fact, Grado has achieved several milestones in its journey so far such as a sponsoring the coveted Lakme Fashion Week and the Sun Risers Hyderabad team for IPL. “We also launched the ‘Shahenshah Meet’ to honor winners of a contest and channel partners with a once in a lifetime opportunity of meeting the brand ambassador – Amitabh Bachchan,” notes Shukla.
Catering to a diverse band of consumers, Grado offers various products at different price points. “We innovate with our products every season to keep one step ahead of competitors,” Shukla says. The brand’s current product basket includes: poly viscose fabrics, poly wool, wool, gifting, PC shirting, cotton suiting, cotton shirting. The brand has positioned itself to offer unique products like 4way stretch in PV, smooth and silky finish in cotton suiting.
Shukla points out, over the last few years, customers have been moving from staple of black/blue/grey/ brown fabrics to prints and pop colors. Grado has factories in Bhiwani and Amritsar that work round the clock to meet the growing demand customers. “Our dedicated workforce including our designers ensure the quality control of our fabrics. They forecast all trends right from manufacturing processes to dispatches. Our sales force efficiently facilitates order management,” affirms Shukla.
Product, retail expansion on the cards
With a capacity to make 22 lakh meter of fashion fabrics a month, Grado now plans to expand its product range by launching two new products every season. “In the next two years, we plan to dedicate 80 per cent of our operations to launching new products,” Shukla observes. The brand also plans to expand its retail network by entering new markets over the next two years. “Our mission is to become the first point of consideration in customers’ mind through our product excellence and strengths across the value chain,” Shukla sums up.