One of the most popular denim brands of Eastern India, Moustache now wants to get a bigger foothold in the ladies’ denim space with ‘M-Brand’. M-Brand was launched last year. The company also wants to be counted among the 10 best admired denim brands globally. “Our marketing strategy is to reach customers through EBOs, MBOs, and LFS. At present we have 47 EBOs, 300 plus MBOs and 27 plus LFS but our aim is to reach 100 EBOs within two years,” explains Alok Roy, Corporate Manager-Retail, Moustache International.
Established by Hari Narayan Shah in 1984, the business revolved around development and supply to dealers network only. In 1994, the company purchased its own store at Kolkata and in 1996 a second one. “While setting up the domestic retail network, in between Moustache ventured into overseas business by supplying to Middle East, UK, Germany, Switzerland and the US. In Dubai we have opened our own store. Apart from Dubai, Moustache has four stores in the US,” elaborates Roy.
The brand’s product portfolio consists of jeans for men and women, casual cotton shirts, cotton trousers, T-shirts, denim and cotton jackets, and blazers. Commenting on the brand’s USP, Roy says, “The design, washes, fits are most attractive part of changes in denim segment, so we constantly pay attention to the same which is evident from our statement of mission & vision.” For Spring/Summer Moustache has introduced three collections in jeans: Regular, Ultimate and Premium and lastly California. The jeans are available in three fits – Ultimate Skinny, Skinny and Regular. “To complete the brand’s wardrobe, we have strong top line with season’s collections defining the unique range of white shirts, the dark shade of black shirts, and very authentic range of checks shirts and the colorful ranges of T-shirts too are in the list,” Roy explains.
Moustache boasts of several awards to its credit several awards recently at the Eastern India Retail Forum Moustache was awarded ‘Most admired Denim Brand of East India’. Moustache also bagged the award of ‘Most admired Retailer of the Year (East India) Men’s Wear’ in 2011. And sometime back Hari Narayan Shah was awarded by Reid & Tailor as ‘Retail Icon’ organized by Asia Retail Congress.