The casual mens wear brand, Crocodile made its entry in India in 1952. At present, S P Apparels Limited owns the right to distribute ‘Crocodile’ branded products across India. Predominantly present in South-Asian countries, the brand offers a complete wardrobe for men which includes, t-shirts, casual Polo’s, casual and formal shirts, casual and dress pants, essential wear, etc.
Brand USP: Crocodile offers premium trendy international designs in vibrant colours. It has a complete men’s wardrobe.
Core Product Offering: International essentialwear and outerwears
No. of Indian cities currently present in: 100
Total no. of EBOs: 50+
Total no. of MBOs: 2,500+
No. of EBOs added in 2014: 10
No. of MBOs added in 2014: 268+
Presence in Large Format Stores: Walmart, LifeStyle, Globus, Pothys, Kalyan Silks, Chennai Silks and other MBOs
Total no. of flagship store(s): 4
No. of flagship store(s) added in 2014: 2
New territory or region added: East and West regions
Presence in online retail and multi-channel expansion plans: The brand has its own online store and also present at Flipkart, Snapdeal, Rediffshopping, Homeshop, Shopclues and Amazon.
Future plans: Crocodile has plans to open franchise outlets and looking at exclusive stores for vests and briefs. It also has diversification plans in women and kids segments with different offerings.
The targeted towns or cities in the next couple of years: Primary focus is on B and C towns in South India followed by West, North and East.
Growth percentage(CAGR last 3 years): 40%
Brand turnover (estimated for CY2014): Rs 40 crore