Conceptualised by Mridula Jain about three decades ago, shawls from Shingora have gone from being a humble garment to a fashion staple. The brand has evolved into a global entity, having gone from being handwoven to being manufactured at a world-class facility boasting the newest technology and sophisticated machines.
Brand USP: Shingora is a style and fashion brand driven by immense creativity and unique design sensibility and is therefore a market-driver. They make the finest quality shawls and scarves using the most competent technology, designers and manufacturing staff.
Target customers: Shingora targets the educated and confident and fashion conscious women of today, who love to accessorise their attire.
No. of Indian cities currently present in: The brand has presence in over 275 towns and cities in India.
Total no. of EBOs: 1
Total no. of MBOs: 800
No. of MBOs added in 2014: 25
Presence in large format stores: Shopper Stop, Globus, Mom & Me, etc.
Total no. of flagship stores: 1
Future plans: At present, Singora is increasing its product assortment. The brand has a mix of product line (e.g. summer and winter scarves). They also have kids range with beautiful Disney scarves. They have recently launched luxury collection which consists of high end scarves in extra fine quality wool and cashmere blends designed by Rajesh Pratap Singh.
Targeted cities in the next couple of years: The brand is targeting 40 prominent town at strategic locations.
Growth percentage (CAGR of last 3 years): 23%