India’s leading home textile and ethnic wear brand, Bella Casa is looking to aggressively ramp up its manufacturing and distribution capabilities. The company is also eyeing a threefold rise within the next five years.
Markedly, the brand is owned by Jaipur-based Bella Casa Fashion and Retail Ltd (BCFRL).
“We plan to increase our production capacity by adding 1.5 lakh sq. ft. space to our existing plant that spreads over 3 lakh sq. ft. Moreover, we also intend to bring in modern machinery and manpower to manage the operations,” Bella Casa CEO Saurav Gupta told Apparel Resources.
As per Gupta, while increasing their production capacity is important, expansion of the distribution network takes the centre stage. “We are looking to expand our distribution base by adding new partners throughout the country. Currently, our products are supplied to every state and union territory of India. We will focus on finding more retail points in all major cities to grow our distribution manifolds from here,” he shared with us.
The current bed linen market in India is estimated to be of about Rs. 13,000 crores and is poised to grow at a CAGR of 12 per cent annually, whilst the ethnic fashion and apparel segment is also registering a significant upsurge in demand for high-quality, trendy, yet affordable designer apparel, maintains Gupta, who adds: “We want to tap into these emerging business opportunities with our market-leading offerings.”
Bella Casa has carved a unique niche for itself in the country’s home textile and ethnic fashion industry by blending design innovation, product quality and affordable pricing. Its parent BCFRL, established in 1996, has a fully-equipped and state-of-the-art in-house designing and production facility located in Sitapura Industrial Area, Jaipur.
The BSE-listed company’s current annual production capacity is of 6 million pieces, of which home textiles constitutes 3.5 million units and women’s ethnic wear accounts for 2.5 units. Markedly, it also owns the licensing rights for Disney, Marvel and Hallmark Design Collection in India.
Besides complete manufacturing, Bella Casa also enjoys a robust nation-wide distribution base across all channels. Its modern trade partners comprise Reliance retail, Pantaloons, Lifestyle, Max, HyperCity, D-Mart, Metro and others, while it feeds the general trade segment through 200 brand authorised wholesaler partners that cater to approximately 4,000 retailers across the length and breadth of the country.
Additionally, the brand is also available through various e-commerce platforms such as Amazon, Flipkart, HomeShop18 and Naaptol.
Notably, Bells Casa products are experienced by 50 lakh consumers every year and it’s only logical that it is now working towards fortifying its market standing and grow further. As part of its expansion strategy, the brand has also roped in known Bollywood actress Jacqueline Fernandez as its brand ambassador to help increase its visibility and resonance at pan-India level.
