New edge retailing
New edge retailing

An international fashion house, with an emphasis on luxurious statement pieces, Ozel combined cutting-edge contemporary style with traditional influences and materials synonymous with old-school glamour. On the event of launching Ozel's web store, Sonil Jain, CEO, Ozel Clothing India speaks over his plans to be one of the leading fashion brands in India.

Rajni Pandey (RP): Tell us about the entry of Ozel in India?

Sonil Jain (SJ): Ozel has been introduced in India last year and it caters mainly to niche market, targeting at the consumers who looks for international brands. The products which we bring to India are of international quality and stylish and at the same time are very fresh in designs.  

RP: Why did you select Delhi to launch your first store in India?

SJ: We launched our first store in the GK I market in New Delhi. Being a Delhite, I believe that Delhi is a very fashion forward, there is always space for new brands and people are very stylish here. Even Mumbai could have been better location but we wanted to be sure and established before we step out for other cities.

RP: What is your expansion plans? What would be the destination for your next stores?

SJ: We are looking at expanding through online store. This is a segment where we want to give people a new product every week. We are going to offer more than 15000 products through our online store. Basically, Delhi is where we thought there is a segment which is looking for these kinds of fashion forward brands and that was why we entered Delhi. In Bombay we are selling through some of the multi-brand stores and high-end boutiques. In Bangalore we have just started to sell through some multi-brand outlets. Within a few months we plan to have our distribution network pan India.

RP: How are you promoting your brand in India?

SJ: We are promoting our brand through various medium. We have very strong brand association from the west. We have launched about seven brands since last year in India and also we are planning to launch four more international bands within a few weeks. We participate in evening shows; we showcase our products in various exhibitions in different cities; and we are also advertising through online medium. We advertise our brand on different fashion websites.

RP: How do you source your products?

SJ: We have tie-ups from various international brands. We import our products from various markets; some are from Middle East, some from UK, US, Hong Kong, Australia and others. So, we want to provide our consumers a kind of clothing line which is just not ordinary, and price wise it should be affordable to them.

RP: How do you manage your online inventory and timely delivery of products to your consumers?

SJ: We will be catering to entire India through our online store. We have just established a back-end network completely which is pre-tested; initially, we have a back-end group of about 10 people which is actually going to be 40 people in the coming few months. So, the entire infrastructure, be it product or back-end support, has been set up and is in place. So, operating online should not be a challenge for us. The timeline for delivery of products will be maximum of six working days.

RP: What is your expectation from your online store?

SJ: We have a huge expectation from our brand. It has given a lot of credibility to our brand. We have recently rolled out a unique programme called seven days free trial for all our customers who buys our product online. In case consumers find the product not suitable or not as per his or her requirements, they can return the product within seven working days and the price of the product will be refunded to their respective account. That’s how we intend to build up the network with consumers.

RP: Are you planning to launch any exclusive store of Ozel? What would be the area and investment?

SJ: We are planning to launch our second exclusive store in West Delhi. We plan to expand into north India first before we look for expanding in southern India. The first store we have is of 1400 sq ft which is in GK I and the second store, which will be launched in West Delhi, would be of about 800 sq ft. It is hard to say anything about investment in stores as currently our main focus is on our online store, this is the platform where we can show our strength. 

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