Muah — An Indian answer to high-fashion westernwear

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Backed with confident designs, Muah, a high-fashion westernwear brand for women, is set to take on foreign entrants in this category, within six months of operations.

The brainchild of Rohan Bhargava of Viraj Exports, the brand is developed to cater to 18-40-year-old, fashion-conscious upper-middle class women. The product portfolio includes apparel, shoes and accessories including belts, bags and necklaces.

“The brand is created keeping in mind the highly fashion-conscious woman,” Diwanshu Mittal, business development manager, Muah, told Indiaretailing.

Priced at Rs 500-4,000, there are 13 product lines in total and will be retailed through the company’s exclusive brand outlets. The first Muah store, spread across 2,593 square feet, is already operational at Great India Place, Noida. The next store, sized 2,300 square feet, will open at Vasant Kunj, New Delhi, in March 2008.

The first store sees more than 1,000 walk-ins on an average per week.

Asked about the company’s retail expansion plans, Mittal said: “The next Muah store will be operational in Vasant Kunj Mall. The 2,300 square feet store is almost ready and we will launch along with the mall opening, which is expected in March next year. We are also in process of finalising appropriate retail space outside the NCR. Muah will show its presence in Chandigarh and Ludhiana in the North, and the first one for the South will open in Bangalore.”

Revealing the company’s strategy to take on competition, Mittal said: “Competition is tough as many domestic and international brands are already cashing in on this segment. It is our unique style and design philosophy that will create a niche. We have a constant eye on consumer demands and market trends, and also do market research at regular intervals to keep up the pace.”

For promotions, the brand is relying only on public relations and word of mouth, and do not have any plans to get into full publicity mode.

– Ranjan Kaplish

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