 

We have strategically undertaken brand-building
initiatives to gain visibility with prudent use of resources
while incurring limited branding and marketing
expenses. We retail our products under a single brand for
improved brand recall and better marketing of our
products. Our advertisement and sales promotion
expenses represented 1.86%, 1.82%, 2.54% and 4.43%
of our revenue from operations in Fiscals 2019, 2020 and
2021 and in the three months ended June 30, 2021,
respectively, and yielded among the highest revenues per
unit spend in Fiscal 2020 (Source: Technopak Report).

The table below sets forth details of advertisement and sales promotion spend, the spend as a percentage of
revenues and revenue per rupee spend on advertising for key women’s apparel brands in India:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Fiscal 2020
S.No. Name of Brand a pend eee peg ca Advertisement Spend
Revenue ®
Retail Led Brands
1 Go Colors TA 1.8% 55.4
3 Adiga Bila Fashion Real = aiee 5A
3 Biba 30.2 4.0% 25.1
4 FabIndia 36.65 3.9% 346
5 ae Dest_and AND 6 ™ 3AT
6 Levi's N.A. NLA. NLA.
7 Soch 21.2 7.5% 13.3
8 Trent 49.3 1.8% 64.9
9 Piven ENS) Wish, 412 3.6% 279
Distribution Led Brands
10 Lux Industries 89.2 3.0% 13.5
ptt Page Industries (Jockey) 975 3.3% 30.2
12 Rupa and Company 68.9 7.3% 13.6

 

 

 

 

 

‘Source: Technopak Report

Data as of July 6, 2021; Fiscal 2021 not considered as will not depict the correct picture due to COVID-19 impact;; N.

-Not Available

 

Strong unit economics with an efficient operating model

We have a standardized and scalable development model for our EBOs based on our know-how and experience.
In determining our store roll-outs we assess optimum store size and layout and lease arrangements that are
typically long-term in nature and/or revenue share arrangements. Our ability to identify and determine the
optimum location and size of a store as well as manage rental costs and the marketing leverage of our EBOs are
critical to ensuring visibility among target customers and sustainability of store profitability, resulting in our
Company having one of the highest sales per square feet among key women’s apparel companies and in particular
among EBOs in India in Fiscal 2021 (Source: Technopak Report).

Our unit economics has allowed us to expand our EBO network across various regions in India including new
EBOs in tier I/II / III / IV cities and towns resulting in frequency of store openings, being one every 12 days over
the last three Fiscals. We opened 305 new stores in the EBO format and more than 400 new stores in the LFS.

168

 
