India Is Among Promod’s Top 5 Markets, Says MD Nadine Caux

Promod has crossed Rs100 crore in sales in India and MD Nadine Caux believes it should be four times at least by 2025

New Delhi: Promod, the French boutique women’s ready-to-wear retailer, is aiming to quadruple its business in India by increasing its retail presence, supported by e-commerce, by 2025. The French retailer entered India in 2006 in a joint venture with Mumbai-based The Major Brands Group but, has, so far, opened only 22 retail outlets. On her first visit to India, also the first outside France, after taking over as Promod’s global managing director, Nadine Caux said that the French owner has identified India as one of its top five priority markets. Edited excerpts from an interview:

Promod has a very limited presence in India even after 12 years. Is it a difficult market?

Past is past. I can’t move on that. What is good for me is what I can do in the future. Yes, we had a slow-paced journey. But we have been very successful in the past—small (22 stores), yet beautiful. In the last 10 years, many retailers came to India and things became difficult. But that’s the life of retail. On the other hand, consumers have been educated about global fashion. Options are more now. We need to do more than what we did when we entered the market. We need to tell our story and work on differentiation.

India is a market that is huge, maturing and growing. This is one of the biggest markets in the world. We’ll have to do very precise business and that’s different for each of the 50 countries we are present. You can’t have one recipe-suits-all formula. In every country, I need to know her (woman), I need to be true to her. 

Indian market is very different. Indian women are following the style that is very free, cool, relaxed, colourful, fresh and feminine. India is a market of colours and light fabric. We have our own design team designing every piece of cloth which is similar to the psyche of Indian women.

I have been with the brand for one-and-a-half years. I know the potential of the brand. We need to bring something that has meaning for the customer and that’s my challenge for the years to come.

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