Indian Terrain eyes east for expansion

Indian Terrain, a casual wear brand is planning to extend its foothold in the eastern market of India.The brand intends to tap cities including Patna, Ranchi, Kolkata, Asansol, Guwahati and Bhubaneswar.

Charath Narsimhan, CEO, Indian Terrain Fashions Ltd, says: “Indian Terrain is present across all the leading markets in the country. For the year ahead, we plan to tap the East market. We prefer to expand via the multi-unit franchise route as it enables a single point communication.”

Currently, the brand’s franchisees manage the store on standard operating processes laid down by the brand which is exhaustive in itself. This year the focus is on soft skill training of the frontline staff, where the brand will focus on staff grooming and encouraging conversation style, interaction with the customers, focusing on building loyalty with the store.

Indian Terrain was launched with a vision to give the Indian man a “deconstructed look to work”, which believes that simplicity is luxury. The brand makes authentic quality sportswear that is stylish yet comfortable, easy to mix and match and can be worn both to work and outdoors.