Latin Quarters was founded in 2006 and draws inspiration from global fashion trends and interprets them uniquely in line with the Indian consumer’s sense of style. The brand presently has 21 EBOs and its products are available at 352 MBOs in major cities across India.
As more Indian women join the workforce and their disposable income level rises, consequently their demand for clothes becomes more diverse. It comes as no surprise then that the Indian womenswear market today has snowballed in recent years.
According to Maximize Market Research, the Indian womenswear market size was valued at Rs 112,848 crore in 2022. In this segment, women’s western wear is a fast-growing category. In 2021, the category’s market size stood at Rs 1.47 billion, and it is estimated to touch Rs 355 billion in 2025, as per Statista. In this category, homegrown brand Latin Quarters has grown on the back of design innovation and quality.
Beginning
Founded in 2006, western wear brand Latin Quarters claims that it draws inspiration from ‘global fashion trends and interprets them uniquely in line with the Indian consumer’s sense of style’. “Over the last 17 years, Latin Quarters has become immensely popular with women of all age groups. The brand is amongst the top western wear brands for women in India with a presence across 350+ locations pan India,” says Rahul Bhalla, Co-Founder and CEO of Latin Quarters.
Today, the brand is present across all major formats – online as well as offline – including in Shoppers Stop, Pantaloons, Lifestyle, Myntra, Nykaa Fashion and Tata CliQ.
Presently, it operates 21 EBOs and its products are available at 352 MBOs in major cities across India. Recently, it expanded its retail presence with new stores in Bengaluru and Delhi. The Bengaluru store, located in Mantri Square Mall, is spread over 800 sq ft, while the Delhi store, at the city’s Rajouri Garden main market, is 700 sq ft.
Product
The brand offers a mix of casual and occasional wear with contemporary designs. It aims to ensure that every Indian woman gets access to affordable, trendy apparel, such as dresses, tops, etc and accessories.
Recently, it unveiled its latest collection with Bengali actor Monami Ghosh at South City Mall in Kolkata. This collection aims to provide fashion that is made to ‘fit’ modern Indian women in flattering silhouettes made with quality fabrics. On the new collection, Director and co-founder of Latin Quarters, Saurabh Jhingan said, “Our Pujo Bling collection is a symphony of style and we are committed to creating looks that are a true depiction of the rich cultural tapestry that Durga Puja signifies. Each item in this collection adheres to Latin Quarters’ key principles. Since Monami Ghosh is recognized as the ‘Bling Queen’ of Kolkata, we are happy to debut our Bling Edit with her.”
The brand’s winterwear collection primarily consists of layering trench coats, biker jackets, and fur coats along with blingy fits for the upcoming holiday and festive season, Rahul Bhalla says. The collection is primarily focused on balancing between the seasonal shift as well as the festive spirit that we are headed towards.
Farm-To-Wardrobe Transparency
As consumers today demand more product information, including sourcing and the condition in which they are made, farm-to-wardrobe transparency plays a crucial role.
On sourcing and traceability, Rahul Bhalla says, “Our raw material is sourced from Surat, South India and Ludhiana. We have inventory management software that helps us track the influx of all the raw material.”
He maintains that although revenue-wise the western zone looks more promising, the brand’s products enjoy high demand pan India.
What’s Next
The brand plans to expand its presence in Tier 1 and beyond over the next year and considers factors like market footfall, target group and price sensitivities for a specific zone before opening a new store.
“With the growth in our EBO and MBO count, we are aiming at a revenue of Rs 200 crore next year. Our annual turnover at present is above Rs 100 crore. Winterwear, especially in northern region is a major revenue driver for the Indian retail segment due to its high ASP,” Bhalla concludes.
