India’s first organic cotton menswear brand NorthMist, has mostly stayed pivotal to its initial ranges of products. However, now, the brand plans to diversify its product range. “We plan to launch women’s wear and a recycled cotton sweatshirt collection in the next few months,” notes Arijit Mazumdar, Founder & CEO of the brand. The brand has been getting numerous orders from Tier II and III cities and is reworking its marketing strategies to target these customers.
Standing apart with real time orders and fast processing
With an inventory of over 30 products, North Mist offers 100 per cent organic cotton T-shirts in three categories: polo neck, round neck full sleeves and round neck half sleeves. “We operate a low inventory model with a turn-around time of just seven days besides procuring raw materials from exclusive suppliers with certified sustainable practice. Real-time orders and fast processing, coupled with ensured and exclusive raw materials allow us to stand out in the crowd,” asserts Mazumdar.
North Mist sources most of its raw materials either in-house or directly from exclusive vendors and suppliers. “There has been a rise in awareness amongst both our online and offline consumers. Customers are becoming aware of the necessity to protect our planet and make it a sustainable place to live in. Though their willingness to pay extra for organic T-shirts is still low, it is definitely showing an upward trend,” Mazumdar explains.
Currently millennials from metros and Tier 1 cities are becoming conscious about their choice of clothing. “However, awareness is gradually spreading to Tier II and III cities also,” says Mazumdar adding, “The future of Indian apparels is definitely sustainable clothing as demand for organic garments is rising with every passing day.”
Going international with new partners
To leverage this demand, North Mist aims to increase both its online presence through e-commerce platforms and online market places and enhance offline presence in multi-brand stores. The brand currently retails through own website and on e-commerce platforms such as Amazon, Flipkart, The Better India LBB, Ajio,etc. “In addition, we have offline presence in multi-brand outlets such as Organic World and Go Native. In future, we plan to target Tier II cities and also international marketplaces. As Mazumdar informs, “We are in talks with several international marketplaces who have reached out to us for partnerships.”