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‘Night suits is a big opportunity because it can be a long term game’

Akhil Jain, ED, Madame

Akhil Jain Executive Director Madame“Since May some of our operations have resumed. Lounge wear, pajamas and athleisure used to be only 2 per cent of our overall business but in the three and a half weeks since we opened, this category has made up 33 per cent of the entire business we have done. Be it offline or online sales or demand from excising multi-brand outlets or distributors, the only products everyone is asking for are: pajamas, lounge wear or nightsuits. We see demand for basic athleisure wear and not fancy ones. It’s a small category for us. Also, there are not many players in the organized sector in India but in the unorganized sector, it is a big category. So, we have reorganized our production capacity in this category for Q2 and Q3 to meet demand. Online business has jumped, especially in May and I foresee 50 per cent of this coming from nightsuits. So nightsuit as a category has become something to stay in. Also the price points are competitive compared to normal apparels hence this category will grow to be a lucrative one in coming two quarters. Indeed, this category was small but the market is very big and there are not many organized players in this space. This is a big opportunity for small players because it can be a long term game.”

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