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C'lai: The target audience is anyone with an aspiration

By Shri Dada Gujar | October 13, 2016

Today C’lai has evolved from a single store to 3 large-format stores across the city of Pune while its expansion story continues as it spreads its wings across Maharashtra.

Way back in 1925, a family of tailoring masters decided to take on the mantle of dressing up the Royals of the British Raj by offering bespoke designing and stitching services of formal suits. More than 6 decades later, in 1991, under the aegis of Shri Dada Gujar, a visionary in his own right,the company embarked on a new journey with the inception of C’Lai, the brand. Today the brand has righteously earned the honour of one of the most trusted retail brands in ready-to-wear men’s ethnic wear, accessories, clubwear and designer suits. They believe in the words ‘Man.Made’, live by it and showcase it in their products. The brand’s aim is to make every occasion special for a man and make it reflect in his attire. Their product line ranges from branded suits, sherwanis, salwar kurtas, branded party wear and branded shirts and trousers for men. Also C’lai World houses a wide range of apparels and accessories for men, women and children. From clothes, shoes, bags, jewellery to branded eyewear and even mobiles C’lai World is a one-stop shop destination.

Today C’lai has evolved from a single store to 3 large-format stores across the city of Pune while its expansion story continues as it spreads its wings across Maharashtra. They have 34 stores all across Maharashtra including their both brands CLAI WORLD and SILVERLEAF.

They believe there is a gap in the market when it comes to quality and price of products. C’lai is here to fill the gap and maintaining their stance is one of the key points behind their success story.

“What the customer wants is the latest trends at pocket friendly prices. We have hit the bullseye on that front. We are the leaders in men’s wear and recently entered the women and kid’s wear too,” says Shri Dada Gujar, Owner at C’lai.

As for the target audience they do not distinguish between middle and higher class. For them the target audience is everyone with an aspiration to look good and people who love to dress up.

At C’lai, good ambience tops the charts when it comes to customer experience.  They keep themselves updated with new products and techniques in the maket which reflects in their stores. Even though they’re traditional in their business approach, their store interiors, fixtures and window display sets them in line with modern stores. This also increases customer expectations from the brand. To address that, C’lai has a strong learning curve which comes from their market research. Each city is different and does things differently. Knowing the place well is crucial to retail there. “And as Incredible India changes every 300 kms you go, that’s how a brand has to twist to survive with the variety of the consumer,” says Shri Gujar.

Every new enterpreneur today comes into play to be unique. C’lai advises that it is good to be unique, but it is better to study the market before entering it. That will help in long run to decide your own business doing techniques.

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