Launched in 2011 by Vineeta Ganeriwala, Earthwear caters to the modern Indian woman who has a penchant for tradition. The brand offers unique handcrafted fashion products at affordable prices. It was launched with an aim to uplift rural artisans and to promote Indian crafts.
Brand USP: The brand offers handcrafted kurti, saree, skirts, jackets, dupatta, stoles, tunics and tops in natural fabrics. These garments incorporate handcrafted techiniques like hand block-printing, hand-embroidery and weaving.
Target customers: Earthwear focuses at modern Indian women who are simple yet classic. The brand has a penchant for tradition.
No. of Indian cities currently present in: At present, the brand is confined to Kolkata.
Total no. of EBOs: 3
No. of EBOs added in 2014: 1
Total no. of flagship stores: 1
Future plans: In order to increase the visibility, the brand is exploring the options of MBOs and targeting tier -I cities. Earthwear is also exploring other options like franchise routes and tie-ups with major e-commerce portals.
Targeted cities in the next couple of years: Bengaluru, Mumbai, Delhi, Hyderabad, Pune and Chennai
Growth percentage (CAGR of last 3 years): 30%
Brand turnover (estimated for CY2014): Rs 5 crores
Franchise requirement: The brand is looking for franchisee partners at important geographic locations. The interested franchisee should have the capacity to invest approximately `30 lakhs and around 400 sq.ft. of area.
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