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 ★ Salman Khan's Being Human to reach out to the fairer sex now (March end) !

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PostSubject: ★ Salman Khan's Being Human to reach out to the fairer sex now (March end) !   Tue Feb 26, 2013 3:25 pm


AHMEDABAD: Lifestyle brand Being Human conceived by Bollywood actor Salman Khan would reach out to the fairer sex by March end. Starstruck women from across India who had embraced the brand's men's line as unisex apparel all this while, would finally get to flash perfect fit tees and hotpants designed just for them. The now Rs 35 crore brand aspires to be a Rs 350 crore entity by 2015.

"Women's line of clothing from Being Humanwould be launched by March-end," said Mitesh Shah, VP, finance and corporate affairs, Mandhana Industries LtdBSE -3.00 %. The textile company has entered into a license agreement with Being Human- The Salman Khan Foundation for designing, marketing and distributing clothing and accessories by Being Human.

The actor who has garnered a huge fan base not just pan-India, but beyond, launched the brand in 2009. Although the brand primarily offers men's clothing and accessories, women took to the brand.

Endorsement by Mr Khan notwithstanding, leading ladies from the film fraternity like Kareena Kapoor, Malaika Arora, Katrina Kaif, Sonakshi Sinha, Priety Zinta, et al sporting them with aplomb made the brand sought after by women. "Near 15% of the Being Humantees that go off shelves are taken by women," says Shah. The brand will now offer an entire range of women's wear comprising tees, trousers, hotpants, denims, et al.

The brand earns the highest per square feet revenue from Ahmedabad where it has one EBO. "It left us amused. The market is smaller compared to Mumbai and Ludhiana where we have our EBOs.

Yet, it generated monthly revenue of Rs 3000 per square feet. Considering people in Tier I and II cities are more starstruck, they would give us more business if we set shops there," he said.

The company would open EBOs across New Delhi, Bangalore, Raipur, Kochi, Amritsar, Chandigarh, Pune, Hyderabad and Chennai. The brand aspires to be present across 40 EBOs in India by 2015, he said.

Economic Times

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★ Salman Khan's Being Human to reach out to the fairer sex now (March end) !
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