Being Human Clothing was launched by Mandhana Industries Ltd in 2012 in Europe, followed by Middle East and India. Under a unique licensing agreement with Being Human–The Salman Khan Foundation, Mandhana Industries Ltd Retail Ventures, the retail arm of Mandhana Industries Ltd holds the right to market Being Human Clothing. The brand offers a vast range of products for men, women and kids; from denims to chinos, tracksuits, shorts, shirts, t-shirts, tops, knits, sweaters, jackets, caps and scarves. The brand also have an accessory range, which includes wallets, bags, belts and flips flops.
Brand USP: According to the brand there aren’t too many brands in India which help look good and do good at the same time. Being Human Clothing is an aspirational fashion brand where royalties from the clothing line support education and healthcare initiatives of the foundation.
Target customers: The target consumers include people in the age group of 20-40 years.
No. of Indian cities currently present in: The brand has exclusive brand outlets in 19 cities across the country. It is also available in 15 countries worldwide: Bahrain, Belgium, Dammam, Doha, France, Jeddah, Jordan, Kuwait, Oman, Riyadh, Spain, Nepal and UAE.
Total no. of EBOs: 32 (31 in India and 1 in Nepal). The brand has plans to open 50 EBOs by the end of 2015.
Total no. of MBOs: 151
No. of EBOs added in 2014: 13
No. of MBOs added in 2014: 63
Presence in Large Format Stores: Shoppers Stop, Lifestyle, Westside and Jade Blue.
Total no. of flagship stores: 1
New territories or regions added: Nepal
Presence in online retail: The brand is available on e-commerce sites like Jabong, Koovs, Myntra and Flipkart. From the beginning of 2015 it will also be available on Snapdeal and Amazon. In Europe it is available on Beinghumanclothing.eu and in Middle East on Landmarkshops.com.
Future plans: Being Human Clothing is planning to expand their presence in South Africa, Sri Lanka and the UK in the coming years. They also have plans to grow their reach to 50 exclusive stores and 175 shop-in-shops across India by the end of 2015. Also, the brand plans to open 10 new franchisee stores.
Targeted cities in the next couple of years: Lucknow, Hyderabad, Jaipur, Vapi, Rajkot, Noida, Jalandhar and Jammu.
Brand turnover (estimated for CY2014): Rs 200 crores in FY 2014-15
Franchise requirement: To be the franchisee of the brand, it requires Rs 80 lakh investment and 1,000-1,500 sq.ft. of area.