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“We introduce 100 styles every 30-40 days”: Dheeraj Bhatia

In an exclusive conversation with Dheeraj Bhatia, Co-founder, Gritstones highlights the growth strategy of the brand.

Tags: Gritstones, Jabong, Myntra, Amazon, Flipkart

BY Shipra Srivastava  |  August 02, 2017  |  comments ( 0 )  | 

Dheeraj Bhatia

What is your take on men’s fashion especially in digital world where women seem to be ruling? Also, kindly sum-up the journey of your brand so far?

Well,  today Men want to be dressed very sharply unlike few years ago and E-commerce has really made it possible for them due to their busy working schedule. Even if we analyse E-commerce data- Men Fashion has been a very important segment for all major players and this will continue to grow even further in the coming years. Gritstones was started primarily as a Young Men Fashion Brand who want to look very stylish at very affordable pricing and need something different and new every day and thats where Gritstones comes in. We introduce 100 styles every 30-40 days giving very stylish trendy clothing to the Indian Young Men.

Kindly highlight your current distribution in online as well as offline channel. What are your strategies to scale-up the same?

Major Focus is the Online Segment currently where we feel there is a lot of potential for players like us to establish and grow. We do offline bulk orders for some of the distributors and retailers on request. 

These days personalization is very crucial element while buying fashion. What are your strategies on same?

Gritstones has been into Casual Fashion where personalisation does not play an important role as our garments are tailored according to industrial standard sizes. But due to growing demand of plus sizes- We are also launching Plus Size on Request Section where we will be customising our certain selected products according to the customers request sizes.

Presently, how many categories the brand is retailing? Also shed light on your best performing category? What are your plans for category expansion?

Gritstones is into 4 categories for present, i.e, Vests, Casual T-shirts, Casual Shirts & Sports Wear. We are launching Denim Jeans next month. Tshirts has been our foremost and primary category and we have around 700 options in T-shirts Category which is itself divided into sub-categories, i.e - Polos, Henleys, Cowl Neck, Side Button, etc.

Kindly mention your starting and exiting price point? Also shed light on your average bill size?

Gritstones has been serving the customers with very affordable and quality product where the range of Vest starts from only Rs 399, T-shirts from Rs 449 and the entire collection range goes upto Rs 1499. The average bucket value is around Rs 799-849. 

Recently, the brand tied-up with Amit Sadh. What are your expectations from the collaborations? Also shed light on your other marketing initiatives?

Yes, Amit Sadh is the New Face of Gritstones. He has been a very versatile actor who started from kai po che to Sultan to Sarkar 3 and now Raag Desh. Similarly Gritstones has been launching very unique and new collection every-time thus making this collaboration even more interesting. Its been long that Gritstones has been in the E-commerce industry and it was time for the brand to be seen as very stylish and different from other similar players in the industry. We are now associated as the Lifestyle Partner of Many Bollywood Movie Promotions - Raabta, Noor, Hindi Medium, etc. We recently were the lifestyle partner of Mr & Miss Bollywood 2017 , a first of its kind Bollywood Event to happen in New Delhi. We are also proud to be Lifestyle Partner of Vivo Pro Kabaddi League 2017 Team Dabang Delhi where we are launching our new sportswear category with their players.

Kindly shed light on your design and manufacturing unit?

We have our design & manufacturing unit at New Delhi near Dwarka. We do the manufacturing of fabric and garments ourselves to ensure high quality and controlled cost which we further pass on to the customer. It is difficult to compete with Gritstones both in quality and pricing. This is one of the primary reasons for Customers loving Gritstones and buying repeatedly from us.

 At last, kindly mention your growth plans?

Gritstones has been doing business on all marketplaces,i.e, Jabong, Myntra, Amazon, Flipkart and was recently launched on Tata Cliq as well. We have launched our own website www.Gritstones.com as well and see it as a major area of growth where the customers will be coming exclusively for the brand. We have started well and hope it grows with time. 

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