GLOBAL DESI

ABOUT THE BRAND

Free spirited, vibrant and delightful, Global Desi is a boho-chic fashion brand, inspired by
Indias colors and chaos. Created in smooth western styles, every outfit in every collection
tells you to go ahead and wear the vibe.
Global Desi is an India-inspired young, colorful, boho-chic brand with global appeal. Any woman
wherever in the world she may be who loves, lives and breathes the vibrancy of Indian prints and
influences will find a little bit of herself in this label. The Global Desi collection is predominantly Indiainspired and delves deep into our rich heritage of colors, textures and prints to combine them to
create international appeal. Launched in 2007, the brand is currently available at exclusive brand
outlets and multi brand stores across the country. Global Desi opened its first outlet in Mauritius in
2013.

Indo-Western Fashion: Global Desi is a true fit to its name. Every pick from Global Desi reflects
Indian ethnicity, Western traits and a contemporary existence of Indo-Western fusion. When you pick
something from Global Desi you can set the tone of your ensemble in several ways. Team up tops,
tunics and kurtis with shorts, jeans, palazzos, chudidhars or patiyalas and voil, you can be ready for
work, or visit a temple, or meet your friends!
Couture Styles for different people: Global Desi has very smartly analyzed their target audience
and offered potential customers more styles in every kind. If you like a particular design but are
concerned about picking up a bold spaghetti top, you have alternative options to pick up the same
top with a short sleeve or long sleeves. And this clever scheming extends to the length of a top too
you can find a particular pattern in short kurti, mid-length kurta and long kurta.

Color Palette and Patterns: The display shelves at Global Desi are rigged with amazing colors. You
can choose from bold pinks and oranges to subtle blues and greens or go in for monochromes
depending on your mood! The designs are highly influenced by Indian motifs and fauna (mynahs,
camels in LIVA collection).
Price Range: Affordability differs with perspective. When every other gal on the road or in a mall is
wearing a Biba or a Melange kurta, they really dont mind spending a few extra hundreds to stand
apart. Global Desi designs are unique in their own way.
Concept Lines: If you like concept clothes, then Global Desi wont disappoint you. Every season,
Global Desi launches a new line of collection supporting a new concept. When monochromes rose
to be a trend, Global Desi came out with a must-to-have Monochrome collection. Their latest
collection introduced us to LIVA, a new age natural fabric that is soft, light and extremely
comfortable.
One-Stop Shop: For all your fashion needs, indeed! Global Desi has gone beyond a regular
clothing store concept to be a one-stop shop offering bags, stoles, jewelry and sandals to match the
dresses you pick up.

HOW DID IT START

For more than 12 years, Anita Dongre had been supplying Indian wear she had designed to
high street shops in Mumbai, like the ones along Linking Road, one of the citys shopping hubs.
But when she decided to label her creations, she was bluntly rejected. Kaun khareedega yeh,
madam? Isme embroidery nahin hai! was what she was told.
In the 1990s, although heavily embroidered Indian wear did good business at boutiques, they
were not what young urban women were really wearing. Dongre had travelled abroad
extensively, and had seen changing trends. Her friends, too, encouraged her to design clothes
that they would be able to wear themselves.
[The boutiques] didnt have the vision; I could see things changing around me, says Dongre.
She gives the example of a white linen shirt. Every woman wanted that, she says.
Hence, despite raking in money from selling the regular stuff, the rejection made her realise it
was time to turn entrepreneur.
Not only did Dongre decide to persevere with her own line of clothes, she decided to retail them
herself. Anita Dongre (AND) Designs was started in 1999, with a 300-sq-ft shop in Mumbais
first mall, Crossroads. Thirteen years later, AND (the Western wear label), Global Desi (its ethnic
counterpart), Anita Dongre iinter-pret and Anita Dongre Timeless now occupy 85 stores.
The four are slated to do a combined business of Rs 253 crore, with an EBITDA (earnings
before interest, tax, depreciation and amortisation) of Rs 41 crore and a PAT (profit after tax) of
Rs 30 crore in 2012-13. The growth in revenue is expected to be 128 percent from 2010-11, and
growth in EBITDA of almost 183 percent. Dongre is headed to becoming the largest, most
profitable and fastest growing Indian designer.
The one key reason why designers in India havent been able to scale up is because they lack
a CEO, or business head, who can manage their creativity and make it commercially viable,
says Arun Gupta, president, Future Ventures, which owns a 22.86 percent stake in AND
Designs. There might be a lot of other designers whore more creative than Dongre, but not
everyone has the potent combination of creativity and the right commercial perspective.
Upstart Startup
The eldest of six siblings, Dongre hails from the hip Mumbai suburb of Bandra, minutes away
from where one of her stores stands on Linking Road. She studied designing from SNDT, Juhu
and Bcom from Narsee Monjee after which she worked as an in-house designer for export firms
for two years.
Then she, and younger sister Meena Sehra, set up two sewing machines in the balcony of their
house, and started supplying clothes to a boutique called Saks, which was frequented by
Bollywood stars.
Dongre made a line of 12 linen dresses and showed it to Saks, who agreed to sell them. Over
the weekend, nine of them were sold. On Monday, I got a call saying they wanted more,
recalls Dongre. She was in business.
Coming from a traditional Sindhi family, Dongre initially faced resistance from her parents when
she told them her plans. Her choice made them think she was being frivolous. But she didnt

budge.
Over the next 12 years, she became a successful supplier to almost all the famous boutiques in
Mumbai. By this time, younger brother Mukesh Sawlani, who was working abroad as a banker,
quit his job and joined his sister to manage the financial side of things. Sawlani is the CEO of
AND, Dongre is the creative head, and Sehra manages production. In 1999, when they opened
their first store, it was a decision they took collectively.
It is her family, again, that gave Dongre the ability to source her fabrics, one of ANDs main
strengths. Her father was a manufacturer of childrens clothes, and guided her on who and
where to source it from.
Finding the Sweet Spot
At the heart of ANDs success at scaling up is a model that takes a leaf out of famed retailer
Zaras book: Products positioned between designer wear that costs the moon, and mass market
stuff that is cheap, but commonplace. This space is defined as the bridge to luxury.
Worldwide, at one end of the spectrum, there are marquee brands such as Louis Vuitton,
Armani, Bulgari, Gucci and Burberry that are synonymous with luxury, and at the other end
there are unbranded, cheap, mass-marketed clothes. In the middle is the bridge-to-luxury, which
a customer crosses, before graduating to high-end luxury.
On this bridge stand global brands such as Tommy Hilfiger, Calvin Klein, Zara and Armani
Exchange. These brands become relevant to upwardly mobile customers as they move up the
value chain.
The Indian market is structured in much the same way. At the top end, there are high-end
fashion designers vying with global brands, while at the bottom end there are thousands of
players catering to the mass market. What makes the Indian market different is the dearth of
brands in the bridge-to-luxury segment.
Apart from foreign brands, which have a scattered presence in the major metros, there arent
any brands that cater to the growing aspirational demands of upwardly mobile Indians.
Zara is the acclaimed leader in this space, and is doing business worth almost Rs 200 crore in
India, just two years after opening its first store. It has just nine stores across four cities.
Dongres approach is unique, starting off in the bridge-to-luxury segment, and then moving up
the value chain with Anita Dongre Timeless. Usually designers begin at the high-end luxury
segment, and then move to commoditizing their brand.
She is also heading towards the next big challenge: AND Men has just been launched. Very few
designers are able to snag both genders.
The Backend
AND Designs has followed Zaras strategy of showcasing fresh designs and multiple collections
throughout the year. The company has eight or nine designers for AND and Global Desi, and
they turn out new designs every month.
Every week, there are brand meets for each of the four brands, during which samples are
displayed in front of Dongre and her merchandisers. They select the designs they like and

check their commercially viability. Only then does a design go into

production.
Nine merchandisers employed by AND study trends, purchasing
power and willingness of customers to spend on certain clothes,
and styles that work in Tier II cities as opposed to metros. They
travel every month to various AND and Global Desi outlets in
different cities to gather customer data.
They speak to the staff at these stores about what customers like,
and what they are looking for. For instance, a girl in Lucknow will be
willing to spend Rs 2,000 on a pair of jeans, but Rs 1,000 for a top.
The merchandisers also found out that coloured denims, currently in
vogue, had skipped the design teams notice, and were not
available in any of the AND stores. The data provides an insight into
what designs will work and what will not, and helps in taking
decisions on the quantity of each design that should be stocked.
One of the key factors behind Zaras success is its excellent
logistical network, which allows it to refresh designs at its 1,600
stores globally almost simultaneously. For Dongres company,
churning out fresh designs every month to more than 85 stores and
more than 270 points of sale is quite a challenge. Although its
logistics and distribution is running smoothly at present, it might
pose problems as AND scales up.
Dongre has also avoided using the Bollywood route to building her
brand, unlike luxury designers Sabyasachi Mukherjee and Manish
Malhotra. Eight or nine years ago, Dongre had been the designer
for a film. Her experience had been a harrowing one, and she
vowed never to work for a movie again. Bollywood needs stylists,
not designers, she says. A lot of these stylists pick up clothes from
my stores, but just as regular customers.
But opinion is divided on how useful the Hindi film industry is. In a
country obsessed with religion, cricket and Bollywood, it would be
silly not to partner with Bollywood to take your business forward.
Bollywood can be very difficult or very embracing, depending on
your personality. It is very difficult to make inroads, says
Mukherjee.
Malhotra has a different take on the issue: Bollywood definitely
helps you get noticed, but it doesnt guarantee fame. You will sell a
few garments, but what after that?

The Indian fashion retail industry is witnessing a massive

transformation with the growth of organized retail and increasing

fashion sensibilities of the Indian mass consumer. Taking a cue from the emerging trends in the
Indian fashion industry, Anita Dongre, lifestyle and fashion designer has created a niche in this
space on the back of a strong market segmentation strategy and a well-planned retail presence.
If youve got it, flaunt it
The upper and upper middle class of the consumer segment does look where it is investing its
money, even in the small things like apparels, but also wants to carry a style statement for the
same. Eyeing an opportunity in the growing mass apparel market, Anita Dongre has brought
high street fashion to the mass consumer.
As more Indian women step out to active working lives, they are looking for styles that draw
upon Indian design influences and sensibilities, but are fresh, with cuts and silhouettes that are
convenient to wear, says Devangshu Dutta, Chief Executive, Third Eyesight. He also adds that
the apparel market in India is far from saturated and in spite of the entry of international brands,
there is ample scope for growth of Indian brands. However, the challenge for design-based
businesses in India is to create an organised structure that allows the business to scale. Dutta
adds.
Currently, Dongres brands retail presence is strong with 85 exclusive brand outlets and over
270 Multi Brand Outlets. She plans to expand her presence beyond Indian borders and fully
transform into a global lifestyle brand. We are looking to expand demographically, looking to
expand to different continents. Dongre shares.
Market segment must in fashion industry
In principle, for any successful business or marketing plan it is imperative to have a market
segmentation strategy in order to understand who exactly the consumer/market is; and the
fashion industry is no exception to this rule. Hence in order to expand her brands reach to
various potential TGs, Anita Dongre categorised three kinds of probable consumer sets. Dongre
explains, We actually started with mid premium and mass segment and are now moving to
offering a premium brand. We wanted to target all the segments and product the best in each.
Our labels cater to various tastes and requirements and internally, we treat each brand as a
separate unit when it comes to design, marketing and strategy.
Her brand portfolio consists of high street Western wear label AND, Indo-Western fusion labels
like Global Desi and IInterpret, Timeless bridal wear, Grassroot that caters to ethnic fashion and
organic wear, and AD Man, which is her foray into menswear. Most of her brands have
strategically occupied the shop in shop format in various lifestyle chains like Shoppers Stop and
Pantaloons.
Though multi brand outlets sport many such designer brands which do create awareness for
these products, they are not able to compete with mainstream brands such as Levis, Pepe,
UCB and USI etc. Hence, Third Eyesights Dutta feels that the strongest brand is one that
stands out as distinctive in a department store environment and also has the ability to support a
stand-alone exclusive store. For that, the product range has to be both wide and deep, and the
handwriting of the brand must be distinct from its competitors, season after season. Dongre
has hence kept the emerging fashion consciousness among men consumers in mind and
started an apparel line catering to the same. She adds, We have started small with Timeless
and AD Man and are looking to take these two all over India.
Explaining the fashion industry structure in apparel design segment, V Rajesh, retail subject
matter expert says that there are three levels the top end, that have players like Rohit Bal who

caters to specific targets and extremely niche category, at the next level there are the top end
designers who have their own line of clothing and boutiques like Ritu Beri, and at the bottom
there are those who are from the merchandising background and design for major retail outlets
like Shoppers Stop and Lifestyle. Dongre fits all the three.
Hence, he adds, apparel is more a functional product which changes with the change of trends
and time, and the role of the designer who has a more hands on job also changes accordingly.
In addition, these affordable designers have a plus point, they have a craving to be unique and
stand out. That is why they look for clothes that are affordable as well as have a signature
design. The only minus point that is in India is that nobody has respect for intellectual property
rights, he adds. Thus, there is a lurking threat of imitation in the apparel market in India.
Affordable designer tag
Nevertheless, the retail expert thinks that today the mass segment obviously cannot afford
apparel showcased in Lakme or Wills fashion week. Thus, if they get a chance of getting
apparels by the same designer at a much affordable rate, it is a good proposition for both the
consumer and the marketer.
Thus, the budding apparel entrepreneur has consciously kept the prices of her more popular
brands AND and Global Desi between Rs 1,500 and Rs 4,000. Thus, the value for money
proposition and a designer tag not only suit the pockets of her various TGs but also fills the
aspirational need of the consumer.
In addition, according to Brand expert and columnist Santosh Desai, Indians are bent up on
value for money, they look at the price point and from that perspective there are many different
designers to look at in todays market. The Indians look at affordable apparels that have got the
signature tags of these designers. Therefore we see a balance being created between the
seriousness of the designers and the price tag that comes with their signature apparels, he
adds.
Desai strongly feels that there is an overall need and good opportunity in the market for
designer brands to flourish today. As Indians look for originality that distinguishes them from the
mainstream, these designer brands are changing their view from being on the top end of the
pyramid to catering to the masses at the bottom too. In the case of Anita Dongre, she has
originality and distinguished design that attracts the market, also she has many brands running
under one umbrella and a more than one line of apparel, Desai sums up.

GLOBAL DESI SWOT ANALYSIS, USP & COMPETITORS

Global Desi

Parent Company
Category
Sector
Tagline/ Slogan
USP

AND Design India Ltd

Apparel and Accessories
Lifestyle and Retail
Global Style Indian Threads
Creates your unique style mantra
STP

Segment
Target Group
Positioning

Women looking for Indian and casual apparel

Urban young women form the middle and upper-middle class
Perfect Ethnic wear
SWOT Analysis

Strengths

Weaknesses

1. Anita Dongres reputation as successful designer behind brand

2. New collections every season maintains the vibrancy of the brand3.
Brands social work through Aseema an NGO to protect the human rights of
underprivileged children
4. Stores located in over 20 Indian cities
1. Presence of strong competition means high brand switching and low
customer loyalty
2. Presence only in a few Indian cities & limited brand recall due to lesser
advertising compared to leading apparel brands

Opportunities

1. Growing spending on lifestyle brands.

2. Promotion of Indian wear in foreign countries.
3.Can tap new forms of retailing like online stores to cater to a larger
customer base

Threats

1. Competition from other premium designer brands

2. Govt. Tax policies on apparel
3.Highly fragmented fashion industry can be a serious threat
Competition

Competitors

1.Vikram Phadnis designer wear

2.Sabyasachi designer wear
3. BIBA
4. FabIndia

KHALEESI

Khaleesi is a woman who makes her own world and has autonomy to take her own
decisions, is invincible and unshackled. She is a woman who does not need a crown to
claim her kingdom. She rules with her charm, charisma and rampancy. She is a dream
catcher. She wakes up with a purpose and works like a Pollyanna towards it. She

dances to the songs in her head, speaks with the rhythm of her heart she seeks to live
life with verve, is outrageous and off-key, mischievous and bold, cosmic and clever,
brazen and boundless. She is a renaissance woman, a bohemian soul, a wanderer who
paints surroundings with her feel good vibes. She does more than just exist.
Khaleesi makes it happen, celebrates her existence
Are you a Khaleesi?

Market Segmentation
Income - Middle and upper middle class
Category - working women/ college students/ housewives - who are fashion enthusiasts

Relation with Global Desi

Global Desi caters to working women/home-makers/college girls who are fashion

enthusiasts. Khaleesi which translates into queen is appropriate for a brand that
positions itself as traditional yet progressive. It goes with the brands image in minds
of its target market.

The name Khaleesi has been referred in Game of Thrones which leverage us with
an existing set of customers well acquainted with the name and the power
associated with it. So they will instantly relate with it.

The remaining set of customers have to be communicated with the true meaning of
Khaleesi which will be done by our product display and ambience.

Khaleesi here is being referred to as a modern day queen who have quintessential
traits of being one (mentioned in introduction) shunning away the deadwood
associated with it. She is a GLOBAL DESI KHALEESI who has colors,
flamboyance and is vibrant in the way she leads her life.

We have dovetailed the collection under brand Khaleesi with Global Desis
campaign of BOHO-CHIC. We will be showcasing Bohemian jewelry under the
brand that represents free- spirit and colors of Global Desi.

Whole Campaign is being designed on the basis of words that came in minds of
people surveyed while imagining global desi (colors, vibrancy, progressiveness)

OUR THEME GO BOHO

With the advent of summers it is time for you to be your own Sunshine.
With Khaleesi we bring to you the vivacious BOHO vibe that will let you go bright and
bold with a BOHO feel and take you to the heavens of your own boholand. The product
will instantly add summer Bohemia to your look.
Let the colours of Bohemian wave splash your life with chroma.
This theme is dedicated to all the women who are invincible, unshackled. She is free in
her wildness. She is a wanderer. She is a dream catcher. She is boisterous. She is silly.
She is smart. She is carefree. She is responsible.
She is what she wants to be not what the world wants her to be. But most importantly
whoever she is whatever she chooses she is foremost a Khaleesi.

WHAT IS THE VALUE OF THE TOTAL STOCK YOU HAVE BOUGHT?

Rs. 1000

IF ALL THE STOCK THAT YOU HAVE BOUGHT WERE TO BE SOLD AT THE
PROCESS THAT YOU HAVE ASSIGNED- WHAT WOULD YOUR PROFIT?

Rs. 2000

SUPPLIER DETAIL SHEET

Vendor name

Umar Khan/
Usman Khan

Type ( wholesaler/
manufacturer/
retailer/ Exporter )

Manufacturer &
wholesaler

Address /
Contact number

New Fashion
Jewellery,

Conditions for
Supply

Shop no. 2150,

Turkman gate,
Asif ali road
9871875534
9560450169
Rizwan Mirza/
Kunnu Bhai

Manufacturer &
wholesaler

Kunnu
Handicraft,
UG-7 Essel
House, Asaf Ali
Road
011-23286632
965480821