Popular apparel brand Being Human is planning to launch kids’ wear and accessories. Also on its radar, is aggressive retail growth in India and abroad. The brand launched by Hindi cinema’s reigning super star Salman Khan, is now creating a buzz among young India. And to cash in on its growing popularity, Being Human is working on increasing its retail presence.

Kids Range to boost business

As of now Being Human’s product range are for men and women and include shirts, T-shirts, blouses, hot pants, tank tops, track suits, polos, shorts, chinos, denims, jackets, hoodies, sweaters, boxer shorts, undergarments, socks, flip flops, caps, belts and wallets. “Kids’ wear is being launched soon, with other products like shoes, sunglasses, fragrances et al,” explains Manish Mandhana, Managing Director, Mandhana Industries. It may be recalled that the behind Being Human Clothing range was born in 2010, when Khan met Mandhana. With a turnover of about Rs 1,360 crores, Mandhana now targets to achieve Rs 2,000 crores in the next two to three years for the Being Human brand. Plans are also afoot to expand retail presence in the domestic and international market.

Today, Being Human range is available all across India and globally in France, Belgium, Egypt, Oman, Jordan, Qatar, UAE, Pakistan, Bahrain, Libya, Kuwait and Muscat with stores opening soon in Canada, South Africa and the Far East. “We are globally present in the Middle East,Europe and all across cities in India, through EBOs, shop in shops, franchise stores and e-commerce platforms. We have 13 EBOs which are operational and another 12 are in final stages of completion. This also includes franchisee formats. We also have a total of 50 shop and shops in large format stores and another 30 are already signed up. That’s a total of 80 shop in shops across India,” says Mandhana.

The company targets having at least 100 EBOs, 100 franchise run stores, 200 shop in shops and over 500 international tie-ups by 2016. Mandhana Industries has a long standing relationship of over 28 years. The company exports apparels to brands like Tommy Hilfiger, Zara, H&M, River Island and luxury brands like Hugo Boss.

Branding for a noble cause

“The Being Human Clothing line stands out for its positive, simple, human message: love, care, share, hope, help, joy and respect social responsibility and the protection of our human and natural resources,” explains Mandhana. Mandhana Industries undertook the merchandise production for Being Human to convey the values of the Foundation run by Salman Khan. This was a big challenge as no other brand had done something like this. Moreover, since Mandhana Industries was exporting to top international and luxury brands so they wanted super international products with the best shopping experience. This approach has led to the creation of a international, comfortable, modern casual clothing for men and women while supporting a charitable initiative,” elaborates Mandhana.

Today Being Human is one of the most trusted brands in India. It was ranked first among social organizations by Brand Trust, covering 19,000 brands across 16 cities. “This has helped Mandhana industries offer world class fashionable products coupled with the satisfaction of doing good,” he adds.

For autumn/winter 2013, the brand has worked on the theme: ‘Bring colours to your life’. The pallet runs from saturated deeps to outright florescent bright colours. Fabrics and styles continue to take forward the company’s emphasis on not just the look of the garments but also its hand feel, richness of quality and attention to detail. The fits are slimmer in keeping with international trends, styling is more crisp and sleek. The messages that run across the collection is its brand philosophy: ‘Feel good, do good’.