JadeBlue was started by brothers Jitendra Chauhan and Bipin Chauhan, born into a tailoring family in Ahmedabad. Sixth-generation tailors, both brothers started working in the profession at the age of 13, honing their skills. While one operated a button-hole machine, the other acquired skills of cutting and stitching. The collaboration led to an output of 10-12 shirts per day.
In 1981, they established a small 250 sq. ft. retail outlet called SuprEEmo Clothing and Menswear where the brothers managed everything including measurements, tailoring, and salesmanship.
In 1986, they attempted to develop a private label, d’peak. However, this did not take off. Stuck with a lot of stock, they decided to launch another store called d’peak point in Ahmedabad. The store was a phenomenal success, with stock selling out.
From 1986-1995, the next decade, d’peak point did well with the brothers building a loyal clientele through services like quality tailoring complemented by innovative designs and the willingness to take risks. The brand became a benchmark of fashion in the city.
In 1995, the Chauhan brothers decided to go even more large scale, establishing a new company, JadeBlue Lifestyle India Limited. A store was set up exclusively for fabrics and ready to wear formal shirts and trousers. It was spread over 2800 sq. ft., offering a wide range of services including fabrics and luxury, bespoke tailoring. Over the next few years, the Chauhans focused on on quality and customer satisfaction through innovation in design and fine craftsmanship.
In 1999, the rising customer demand for national and international brands prompted them to expand further. They added 12 premium national menswear brands and another 5500 sq. ft. to their kitty.
Today, JadeBlue has become one of India’s leading men’s fashion retailers, offering a curated selection of apparel from formal to casualwear, festive and ethnic attire, along with luxury, bespoke tailoring.
Mission & Vision
Shambhav Chauhan, Executive Director, JadeBlue, says the brand strives to empower lifestyle for a value-oriented living through the following:
- Curating Diverse Collections: It offers high-quality lifestyle products crafted with intricate design and superior craftsmanship.
- Consumer Delight: Strives for excellence in delivering an unmatched shopping and product experience that exceeds customer expectations.
- Enhancing Accessibility: Expanding its presence strategically to reach new markets and diverse demographics.
- Empowering Stakeholders: Fostering a culture of creativity and inclusivity among stakeholders.
- People, Planet & Prosperity: Actively engaging with the community and promoting sustainable practices.
Building Customer Loyalty
JadeBlue’s target audience consists of men of all ages, from those just starting their careers to mature, established individuals. It caters to a diverse group of customers with its wide range of premium menswear, which includes office wear, evening wear, casual attire, and bespoke tailoring services.
It engages consumers through:
- Quality Products: Ensuring that every piece of clothing meets the highest standards of quality and style.
- Customer Service: Offering personalised service and expert advice to help customers find the perfect fit and style.
- Exclusive Offers: Providing members and loyal customers with exclusive deals and early access to sales and new collections.
- Social Media: Keeping customers informed and engaged through social media, and events.
- Feedback: Actively seeking and implementing customer feedback to continuously improve its products and services.
Market Presence & Omnichannel Strategy
Currently, JadeBlue operates 40 stores in multiple states across India, including Gujarat, Maharashtra, Rajasthan, Telangana, Madhya Pradesh, and Chhattisgarh.
Its comprehensive omnichannel strategy is aimed at providing a seamless shopping experience across both physical and digital platforms. Its primary revenue stream comes from well-established offline stores, which have been the cornerstone of the brand’s business.
The brand recently ventured into the online retail space, and though still in its nascent stage, the platform has received a positive response from consumers, showing promising growth potential. This digital presence allows it to reach a broader audience, providing them with the convenience of shopping anywhere, any time.
Innovation & Technology: Factors Driving Success
While integrating online and offline retail is one way of establishing long-term loyalty, the brand is also working with other innovations and technologies that are driving menswear retail in India.
According to Shambhav Chauhan technologies like advanced data analytics are crucial for understanding customer behaviour, preferences, and purchasing patterns – something which JadeBlue leverages successfully.
“Retailers use data analytics to make informed decisions about product assortments, pricing strategies, and marketing campaigns. Real-time data analysis helps in identifying market trends and adjusting strategies to meet customer demands effectively.”
“By utilising customer data, retailers can tailor communications and offers to individual preferences, creating a more engaging shopping experience. By combining advanced data analytics with personalised customer engagement and a focus on customer delight, menswear retailers can create a comprehensive strategy that drives both immediate sales and long-term growth,” he adds.
Top 3 Technologies for Enhancing In-Store and Online Experiences
- Centriqe Software
On the brand’s preferred technologies that help enhance an omnichannel experience, Chauhan says, “Centriqe software is a powerful tool that helps us gain a detailed understanding of customer behaviour, preferences, and choices. By analysing data such as purchase history and visit frequency, we can tailor our offerings to meet the specific needs and desires of each customer. This level of insight enables us to provide a personalised shopping experience, increasing customer satisfaction and loyalty.”
- Advanced Point of Sale (PoS) Systems
JadeBlue’s PoS systems are integral to streamlining its in-store operations. These systems not only handle transactions efficiently but also integrate with its inventory management. This integration ensures real-time inventory updates, seamless customer service, and the ability to quickly adapt to changing consumer demands.
- E-Commerce and Mobile Shopping Platforms
The brand has invested in robust e-commerce platforms. These platforms offer customers a convenient and user-friendly shopping experience. Features like personalised recommendations, easy navigation, and secure payment options enhance the online shopping experience and are crucial for capturing the growing segment of digital-savvy consumers.
Private Labels
JadeBlue’s journey began with bespoke tailoring and formal wear, which quickly became its core strength. Over time, the brand established many private labels, many of which are centered around casualwear, to comprehensively meet consumer needs.
“Private Labels offer unique opportunities for apparel companies to assert greater control over their product lines, foster brand loyalty, and improve their bottom line,” Chauhan emphasises.
Private labels contribute 20% to the brand’s overall casualwear sales and almost 90% to its formalwear sales.
Sustainability
JadeBlue works towards sustainability in the following ways:
Community Engagement: The Company has undertaken various initiatives via CS. For example, the new green initiative for the restoration of Bopala Lake and biodiversity at Tintoda Village in Gandhinagar, Gujarat. Along with the restoration of the water body, the company shall be planting 1,000 saplings on the three islands within the lake, attracting various fauna as well as increasing precipitation. It is also planning a bamboo plantation, which releases more oxygen into the atmosphere.
“We have also taken up the construction of 4 percolation wells which will conserve water and help in solving water logging during monsoons. These wells will percolate 6 crore litres of water per year, which can suffice the annual water requirements for about 350 families,” Chauhan elaborates.
Energy Efficiency: The brand’s stores and manufacturing units are equipped with energy-efficient lighting and equipment to minimise energy consumption. It continually seeks ways to optimise its energy use and reduce its carbon footprint.
Sustainable Packaging: JadeBlue is moving towards eco-friendly packaging solutions, such as biodegradable and recyclable materials, to minimise environmental impact.
“By integrating these sustainability measures, JadeBlue is dedicated to reducing its environmental impact and contributing to a more sustainable future. We are continuously looking for new ways to enhance our sustainability efforts and make a positive difference in the fashion industry,” Chauhan concludes.
Expansion Plans
The brand’s approach is to study each market meticulously, ensuring that its current stores are stabilised and operating efficiently before taking the next steps in its expansion journey. Chauhan says the brand recognised the immense potential in Tier II markets and beyond due to their rapid urbanisation and a growing appetite for premium menswear.
“At JadeBlue, we have a strategic vision for expanding our footprint across the nation, with a keen focus on entering new geographies and markets with our initial phase of expansion targeting key regions in the South and North of India, where we see substantial growth potential and untapped opportunities,” Chauhan notes.
The Company’s annual turnover is ~Rs 360 crore and it expects to reach Rs 500 crore over the next 2 years with healthy margins.
Shambhav Chauhan on Emerging Categories in the Menswear Sector
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