Being Human to add women’s range

Wednesday, 27 February 2013

After launching a store in Mumbai and planning to expand its store network across India, lifestyle brand Being Human is also eyeing the women’s wear market. The brand conceived by Bollywood star Salman Khan and manufactured and retailed by Mandhana Industries, has been seeing female customers pick up the tees meant for men across various counters. Therefore, the company realised the need to cater to a growing fan base of fairer sex. The brand now plans to offer a women’s clothing line consisting of T-shirts, trousers, denims and hot pants, by March through its stores.

Apart from Salman Khan himself Bollywood beauties like Kareena Kapoor, Malaika Arora Khan, Katrina Kaif, Sonakshi Sinha and Priety Zinta among others are flaunting Being Human merchandise at various events. And now women customers have started picking it up as well. Almost 15 percent of Being Human tees that go off shelves are taken by women.

The Rs 35 crores brand aims to be Rs 350 crores entity by 2015. The company is also looking at opening EBOs in cities like New Delhi, Bangalore, Raipur, Kochi, Amritsar, Chandigarh, Pune, Hyderabad and Chennai with a target of opening 40 EBOs in India by 2015. Mandhana has entered into a licensing agreement with Being Human -- The Salman Khan Foundation for designing, marketing and distributing clothing and accessories by Being Human.