Salman Khan's Being Human apparel eyes global markets

Bollywood actor Salman Khan's social initiative Being Human Foundation plans to launch its range of apparels in international markets like Europe and Middle East by next year.

The foundation that had earlier planned to launch the 'Being Human' range of apparels by June-July this year in the domestic market has delayed it till October.

Mumbai-based textile firm Mandhana Industries, which has the exclusive license to manufacture, distribute and retail 'Being Human' apparel range worldwide plans to start with 3-4 exclusive outlets in India.

"Salman Khan has a strong fan following in international markets like Europe and Middle East. We intend to launch the brand overseas by next year," Mandhana Industries, Senior-Vice President Finance and Corporate Affairs Mitesh Shah told PTI.

He said for the international market, the company could consider opening flagship stores or may also appoint distributors.

On the domestic front, Shah said the first store could be opened by October as against June-July planned earlier due to some delays in execution.

"We have already finalised 3-4 locations in Mumbai to open stores and talks are going on in cities like Delhi and Chennai. By the end of this fiscal, the plan is to set up 10-12 stores," Shah said.

Mandhana will spend around Rs 65 crore (Rs 650 million) by the end of 2012 -13 fiscal on the project, he said.

"Going ahead, we have a plan to expand the reach to Tier I and Tier II cities as well," Shah said, adding it would then look to expand presence of the range in multi-brand outlets, besides appointing franchisees.

The company will soon roll out a promotional campaign featuring Salman Khan to support the launch around Diwali.

Asked about fake Being Human T-shirts selling across India at the moment, Shah said, "Fake T-shirts are a concern, but once the official range is launched, we hope that genuine buyers will shift to the original."

He said the pricing of the official range will be kept premium, with some items within the reach of those looking for affordable products.

The tie-up with Mandhana will help the foundation increase awareness about the social initiative undertaken by the actor through the product range, while it will receive an undisclosed percentage of sales done by Mandhana.

The Being Human Foundation founded by Salman Khan to uplift the underprivileged already sells watches under the Being Human brand.

Mandhana, on the other hand supplies textiles and garments to leading Indian and international apparel manufacturers and retailers.