‘HiDesign’ing for a class apart...

IIPM, GURGAON

It’s been an uphill task, but ‘hi’ on design, this one did not falter!

Let’s start by asking you a simple question this time. Of course, dedicated to all those bling kings and queens supposedly high on fashion quotient. What comes to your mind when you hear the brand - ‘Hidesign’? Allow us the privilege to guess! With definite conviction, the answer is a foreign ritzy brand (well, we mean from most of you). That’s how Hidesign has positioned itself – a global bon ton brand, high on acumen among fashion freaks. But surprise! Hidesign actually has it’s origin in India. What started as a hobby, later fortuitously became a venture for Dilip Kapur. “I saw that my PhD had nothing new to offer and I found more interest in creating leather goods for global brands. With that I started manufacturing leather products in 1990s,” reminisces Dilip.

However, he initially didn’t create a separate brand name. But after he became a constant supplier to global elite dealers like House of Fraser, John Lewis, Magasin Du Nord and Selfridges et al, he felt the need to create his own ensemble. Finally his quest to create a more organised company, led him to introduce Hidesign in 2000, both globally and on the domestic soil. Reasons Dilip, the founder and MD of Hide sign, “Globally people knew what we were but we wanted a brand name and that time we entered the Indian market. And whether you call it a challenge or an opportunity, our products being very different from the regular ones, we were not allowed in the regular stores.” This could not bog down Dilip and he resorted to word of mouth marketing. Indian consumers, who picked up a Hidesign product abroad started promoting it in India. It was one such user that helped Hidesign foray into the John Players showrooms.

That was just the beginning. Hide sign started tying up with the country’s leading retailers (Shoppers’ Stop, Westside, Lifestyle) and at the same time expanded its global arms. However, it was just three years back that they started paying heed to having their own exclusive outlets, both in the desi domain and at the global front. Today, with 38 exclusive stores in India and another 15 spread across West Asia, Europe, Scandinavia & Africa, Hide sign (of course with a growth rate of 35%) can definitely boast of being one of the few brands among the Indian fashion fraternity that can truly be termed global.

Now for the obvious question. With more foreign brands coming in, will Hide sign be able to sustain its glory? “See there was competition for us abroad too, but still we created our own brand. Now, if Christian Dior or anybody is coming to India, their high price will make us an affordable luxury and increase our market,” replies Kapur.

In fact, he is relentlessly testing the waters with new ideas. His recent tie up with LVMH for technical up gradation and his future intentions to enter Wal-Mart stores (not to forget 18 new stores by the year-end) says it all. Dilip is excruciatingly focused on designing his plans such that Hidesign reaches the hi-pinnacle, that’s if global biggies don’t force him to ‘Hide’ sign first!
Edit bureau: Angshuman Paul

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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