Innovation has helped us create beautiful aesthetic from denim
Numero UNO is one of the most admired jeanswear brand in India. It is one of those very few names in the country that can design, manufacture and market their own denim. Now the brand also offers a truly wide and marvellous range of casual wear along with its jeanswear. Steadfastly focused on quality, innovation and value for money, the brand’s growing market dominance is backed by its state-of-the-art manufacturing unit in Dehradun. In an interview with Fibre2Fashion, Numero UNO’s CPO Manjula Gandhi talks about the brand’s strengths in product innovation, customer-centric approach, environmental consciousness, and market expansion strategies.
What has been the trend in the denim market over the past few years?
It can be said that the denim market segment has recovered quickly from the pandemic outbreak. This can be attributed to the versatility and adaptability of denim products, their comfort and longevity, and the ability to offer a variety of washes and styles that provide flexibility to dress up or dress down as per the occasion. Denim products offer comfort at home and can be worn to corporate setups, making them a smart choice for consumers.
India has long been a leader in denim fabric, and recently the Indian market for denim jeans has been expanding steadily at an average growth rate of 8 per cent to 9 per cent. Interestingly, the Indian domestic market has been growing at a faster rate than the global market for denim, which is growing at 4.7 per cent, according to a report by a reputable global market research firm.
How has Numero UNO fared in the denim market in recent years?
Numero UNO was incorporated in 1987, more than three decades ago, to address the need for authentic denim jeans for Indian customers in various fits, washes, and prices. Since then, the brand has evolved and grown to become one of the most preferred and accepted brands in the domestic market, known for its trend-based, innovative designs, excellent fits, and long-lasting quality. The brand has also adapted well to the diverse demography of the country and the evolving lifestyles of Indian customers.
During the COVID lockdown, Numero UNO suffered a lot, but with its strategic policies, it has recovered and is back on track. The brand is working to increase its reach and retail presence across the length and breadth of the country.
What are some of the factors that have contributed to the growth of Numero UNO in the denim market?
Numero UNO's growth in the denim market can be attributed to several factors. Firstly, the brand offers a complete apparel solution to customers walking into their stores, not just denim but also shirts, T-shirts, trousers, jackets, sweatshirts, sweaters, and complete outerwear. Additionally, the brand offers accessories to complement and complete the look.
Numero UNO is a dynamic and trend-driven denim brand that consistently offers international fashion with superior quality and value-added casual wear. The brand’s ability to adapt to the evolving lifestyles of Indian customers, its excellent fits, and long-lasting quality have also contributed to its growth in the denim market.
What strategies have you employed to stay ahead of the competition in the denim market?
Product innovation, the right pricing and marketing initiatives, and timely market penetration have helped us stay ahead of the curve. Post-pandemic, customer demand patterns have altered, and we shifted our approach from being purely product-centric to more consumer-centric.
We listened to our customers and adapted to changing lifestyles and economic conditions by reengineering our collection, rationalising the assortment, removing irrelevant items, and consistently innovating the products to stay relevant. Our marketing and communication activities have also evolved with changing times, resulting in increased digital presence and more engagement with our audience on social media platforms.
In summary, Numero UNO has made course corrections in every aspect of its business to counter inflationary conditions and maximise its sales and market share.
What role has innovation played in the growth of your brand?
Innovation has played a crucial role in the growth of Numero UNO as a denim brand. We collaborated with a Spanish washing tech company over 15 years ago, enabling early adoption of laundry technology into our system. This collaboration allowed us to utilise laser techniques, ozone, e-flow, and e-soft technologies to save water, energy, and the environment while producing denim with the latest washes and special eco-conscious collections like One Plus Water Denim.
Recently, we have taken further steps in environmental preservation by installing zero liquid discharge technology, which enables 100 per cent recharging of water and eliminates water wastage. We also use a lot of green chemicals and the latest washing agents like Future Stones Bleach. Harmful chemicals are replaced with minerals, bio minerals, and over-dyeing techniques that are least harmful to both humans and the environment.
In short, innovation has helped us create beautiful aesthetic from denim, while minimising our environmental footprint.
What are some of the challenges that you faced in the denim market, and how did you address them?
Numero UNO has one of the first engineers in the denim market in the country. Way back in the 1990s when we were launched, it was a very challenging product to start from scratch and gradually build a strong jeans brand to serve diverse Indian customers. We had to evolve continuously to offer fits and styles that catered to the trend, Indian body type, and climate while providing global fashion at Indian prices.
We have faced competition from all the other brands in the market, but we have consistently stayed true to our brand DNA, vision and identity for more than three decades now. Despite the challenges, Numero UNO has managed to stay relevant and adapt to changing customer demands while maintaining the quality of its products.
What are some of the most successful denim products that Numero UNO has launched in recent years?
Numero UNO launches small capsule collections in seasons like summers and winters, and several denim products have stood out in recent years. We launched Zero Gravity Denim, which is ultra-lightweight and compact denim that provides extreme comfort. We also launched Feather Touch Denim, a specially driven denim that is very soft and brushed on top of the surface and inside, making it ideal for the winter months.
Additionally, we launched One Plus Eco-Conscious Denim using special technology that involves minimal use of water, with as little as one glass used in washing each pair of denim. These products have been successful and helped us to further establish Numero UNO as an innovative and eco-conscious denim brand.
What are some of the key markets for your denim products, and how do you plan to further expand your reach?
Numero UNO traditionally caters to the premium and mid-premium segments at sustainable and acceptable price points. The brand has a strong presence in the northern region, covering J&K, Himachal, Uttarakhand, Rajasthan, Haryana, Punjab, UP, Bihar, and Odisha.
We are expanding our reach in other lucrative markets in the southern and eastern regions, such as Andhra Pradesh, Telangana, Kerala, Assam etc. At the same time, we are trying to penetrate deeper into our existing market and reach tier 3 and tier 4 towns in the northern belt. We are also adopting a multi-channel approach by increasing our reach through e-commerce and marketplaces while expanding our offline presence.
For the future, we are planning for omni-channel retailing to provide a seamless shopping experience for customers.
How does Numero UNO compare to other leading denim brands in India, and what are its strengths in relation to its competitors?
We have a deep understanding of denim and other apparel products, as well as a strong understanding of the Indian retail market. With over 30 years of experience in apparel production, we have a progressive in-house design development and sourcing function, updated laundry technology, and manufacturing capabilities for all kinds of apparel.
We have a de-risked product profile, meaning that we do not depend on any single product but have a wide range of products at mid-premium to premium price points. This gives Numero UNO the scope for expansion in tier 2 and tier 3 cities as well. We have a strong and scalable distribution and retail network. Finally, we are a true ‘Make in India’ brand.
