Voted as 'India's Most Trusted Fashion Retailer,' (Brand Equity Survey of The Economic Times 2016/2017), Pantaloons, a division of ABFRL has always been one of the most loved large format fashion retailers in India.
Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian middle-class with an indigenous fashion retail format. Consistent with the times, the model was of a discount fashion retailer. Post-acquisition by the Aditya Birla Group, significant investments were made focused on store upgradation, expansion, deeper pan-India penetration, portfolio enrichment, brand building and organisation processes to lay the foundation for its future growth. The brand is now present in 136 Indian cities / towns.
Pantaloons offers a wide range of brand offerings across apparel and non-apparel categories and across varied price points.
It operates across categories of casual wear, ethnic wear, formal wear, party wear and active wear for men, women and kids. Womenswear is the lead category contributing to half of total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion jewellery and watches.
Pantaloons today retails over 200 licensed and international brands, including 20+ exclusive brands.
The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk, Annabelle, Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features brands licensed on a long- term basis: Bare, Rig, SF Jeans, Byford, JM Sports and Lombard.
Pantaloons also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England and People in menswear; Van Heusen and Allen Solly in womenswear, and Allen Solly Junior.
It also retails partner brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western wear; BIBA, Global Desi, and W in women's ethnic wear; Barbie and Ginny & Jony in kidswear.
Pantaloons is available on all leading e-commerce portals.
Pantaloons enjoys a loyal customer base of 10.0 million (as of 31st March 2018), which is one of the largest among apparel retailers in the country. It runs its own four-tier loyalty programme called "Greencard".
The comprehensive marketing strategy of Pantaloons is a mix of traditional and new-age communication. It also exploits digital media to reach out to the Internet community. Additionally, it runs varied store and brand launch events and promotions, besides corporate tie-ups to enhance brand visibility and recall.