In the dynamic landscape of the fashion industry, Being Human stands out as a brand that seamlessly blends style with purpose. Under the leadership of its visionary team, the company has embarked on a transformative journey, not only redefining fashion but also contributing to sustainability initiatives and expanding its global footprint.

“We have witnessed a remarkable year-on-year growth, soaring at 70 percent. Our mission is to transforming Being Human into a truly global brand,” said Sanjeev Rao, CEO, Being Human Clothing.

Myriad of Choices

The brand stands out in its commitment to curated collections that cater to distinct preferences. Its menswear menswear line encompasses a comprehensive array of styles, including chinos, denims, cargos, athleisure, shirts, and polos. In women's wear, Being Human directs its attention to the realms of athleisure and activewear, choosing to excel in specific categories rather than offering a generic assortment.

“We plan to introduce boys wear, elevate footwear offerings, and expand our accessory line in the upcoming financial year,” he asserted.

Spreading Wings

Being Human is set to open 70 to 100 stores annually in India, reaching a total of 500 stores in the next four years, complemented by an ambitious goal of 190 to 200 stores abroad. “In India, the expansion strategy encompasses metros, mini-metros, Tier II-IV cities, recognizing the rapid growth of Bharat,” stated Rao.

The brand is set to make waves on a global scale with its strategic expansion plans. With the inauguration of its first store in Dubai and the imminent launch of a second one in January, Being Human is making significant strides in the Middle East. The brand is also gearing up to establish a strong foothold in the Saudi market, unveiling Exclusive Brand Outlets (EBOs) across the country. Venturing into North America, Being Human has opened its inaugural store in Canada, with another slated for March or April.

“We are eyeing further international expansion, targeting regions like Sweden, Melbourne, Malaysia, and Singapore, with a focus on areas densely populated by ethnic Asians,” he added.

Digital Landscape

The company strategically positions itself in the dynamic landscape of online retail, currently constituting about 20 percent of its business. Demonstrating a nuanced understanding of consumer behavior, the brand's Direct-to-Consumer (DTC) channel contributes significantly, constituting 35 percent of its online operations. In a deliberate move, the brand aims to maintain this percentage between 20-23 percent, recognizing the unique challenges and dynamics of the online market in India.

“Unlike other sectors, the online fashion business often thrives on discounted pricing, making EBOs, distribution channels, and LFS (Large Format Stores) the primary drivers of sustained revenue,” explained Rao.

Innovative & Cost-Efficient Practices

Embracing a distinctive perspective, the brand challenges the notion that sustainability is inherently expensive, asserting that cost efficiencies can be achieved by reallocating resources. In a bid to minimize waste, Being Human refrains from unnecessary packaging, eschewing boxes for shirts and T-shirts, and opting for plastic-free garment pile packaging. Its dedication extends to recycled bags, plantable tags, which can grow into trees, and a meticulous focus on supply chain efficiency.

“As we expand, we are actively exploring the integration of green vehicles for deliveries, reinforcing our pledge to environmentally friendly operations,” he highlighted.

Foray into Metaverse?

Being Human recognizes the pivotal role of technology in the contemporary business landscape, considering it not just a good-to-have but an indispensable element. The brand is making substantial investments in tech, leveraging it across internal systems, processes, and control mechanisms.

The brand is at the forefront of innovation, exploring the Metaverse as a cutting-edge avenue. “With plans to open a store in the Metaverse, we underscore our commitment to staying ahead of the technological curve and embracing novel platforms that redefine the retail experience,” he noted.

From Celeb Glamour to Grassroots Connect

With a keen focus on targeting the Gen Z demographic, the brand has strategically tapped into the influence of social media. It engages with influencers, extending its reach even to Tier IV towns. From bustling cities to burgeoning towns like Bhilai, Raipur, Bilaspur, Tirumalagiri, and Coimbatore, Being Human leverages micro-influencers to connect with communities on a personal level.

The brand's unique advantage lies in its association with the Khan family, opening doors to the celebrity fold when needed. Despite this star-studded support, Being Human emphasizes the significance of grassroots engagement, recognizing that genuine resonance happens when connecting with influencers who are deeply ingrained in the fabric of smaller towns. “This deliberate approach has proven successful, with Tier II and III towns contributing a substantial 48-50 percent to our outreach,” asserted Rao.