Established in 1995 by Paresh Chandan, Hard Currency is an exclusive denim wear brand for men. Today, the brand is known for its sophisticated fits, and trendsetter in fashion forward washes and custom-made designs. The company follows a strategy of manufacturing new designs round the year in limited quantity to avoid slow movement of any product due to fast changes in trends. Thus, the clients are provided with a set of fresh styles and designs, updated with the current trends, at least twice a month.
Brand USP: The brand believes in offering new product collections to its customers. It refrains from repeating styles in the new season. Hard Currency offers six core ranges in over 50 colours.
Target customers: The brand targets middle income fashion conscious customers who appreciate quality products. Generally, men between the age group of 16-50 years.
No. of Indian cities currently present in: The brand has presence in over 50 cities. The brand is currently sold in more than 450 multi-brand outlets across Karnataka, Kerala, Andhra Pradesh, Gujarat, Chhattisgarh, Jharkhand and Uttar Pradesh. It is also has its presence in the Middle East.
Total no. of MBOs: 450+
Future plans: Apart from expanding to more states in the country, the brand has plans to expand through e-commerce route. Being a Mumbai-based brand, it aims to consolidate its position in Maharashtra. Growth percentage (CAGR of last three years): 10%
Brand turnover (estimated for CY2014): Rs 13 crore