Belle Intimates to carry the legacy of Wien

Wien International Company Ltd, a part of Thailand’s largest consumer products conglomerate, the USD 9 Billion Saha Group, has appointed Hyderabad based Belle Intimates as its distribution partner for India to introduce its premium and functional lingerie line Wienna. Having manufactured lingerie for the past 45 years, Saha Group caters to some of the biggest global brands, while Belle Intimates has started its journey with consumer products with this partnership.

Much before the launch, Mallika Shah, Vice President - Business Development & Strategy for Belle Intimates discusses her plans and line of action for launching the brand in India this November’15.

How did Wien plan to enter India?
Saha Group has been manufacturing lingerie for over 45 years now and thereby has become the first Thailand-based company to manufacture lingerie on an industrial scale. It has a collaboration with the Japanese major, Wacoal, to manufacture lingerie products. Thus, it has everything- from a legacy to experience and expertise- necessary to produce lingerie of the highest quality in accordance with global standards.

Stated to be worth Rs 15,000 crore, the Indian lingerie market is dominated by unorganised and unbranded sector (around 70 per cent). This figure is expected to reach Rs 25,000 crore by 2020, with organised and branded players holding 40 per cent of the market. With the largest and growing middle class and increasing disposable incomes, India was a natural choice for Wien International to foray into.

What will be the role of Belle Intimates?
Based out of Hyderabad, Belle Intimates is a group promoted by young entrepreneurs and like-minded people. With this deal for Wienna, we are foraying into consumer products segment. Apart from lingerie, shape wear, swimwear etc. we have plans to launch cosmetics and elite products for women in future.

What are your plans for expansion in India?
We have planned to appoint conventional partners as well as franchisees in all the major Indian cities of the country. We are aiming at around 15 to 20 stores in top 15 cities in first three years of operation. These cities include the likes of Nagpur, Hyderabad, Raipur, Coimbatore, Delhi, Mumbai etc. We have received requests for 3-4 franchisees in Mumbai.

Is eCommerce portal on the cards?
Definitely! We are working towards it. At the moment we are building our own portal. Also, we are in talks with a few leading online retailers.

What will be the price points for Wienna? When will you launch the collection?
Since Wienna is a premium lingerie line, the price range would be between Rs. 1,300 to Rs. 3,000. We are aiming to launch the collection by mid November ’15 and this would be a soft launch.

What qualities do you seek in the prospective partners?
All our stores will sell premium lingerie line; hence, we are looking for a partner who is equally passionate about the brand as we are. Also, franchisee’s presence, his networks and social background will be considered as Wienna is about a legacy carried forward.

Has the parent company provided you any guidelines about marketing strategy, or you will follow your own?
Since it is a mutual deal, so both the parties have a say in marketing strategies. We have an excellent, strong and sound backing of Saha Group to bring in-depth detailing on the products which will be part of the training. Moreover, an intense training will be imparted in India and Thailand on the technical aspects of the products, sizing, measurements, customer handling and a lot more.  All the franchise owners and the staff will undergo this training. We will be importing all products from the parent company and will be retailing them in India.