Hard Currency, founded by Mr. Paresh Chandan in 1995 in Bangalore, India, specializes in high-quality men's bottom wear, primarily jeans, focusing on fashion-forward designs and exclusive limited quantity releases. With a brand turnover of 12 crores and a growth percentage of 20%, the company emphasizes quality materials and innovative finishes while targeting fashion-conscious males aged 18-40. Future opportunities include expanding into women's apparel and increasing brand awareness through enhanced marketing efforts.

2. INTRODUCTION
FOUNDER- MR. PARESH CHANDAN
FOUNDED IN- 1995
ORIGIN- BANGLORE (INDIA)
BRAND ORIGIN- ARU ENTERPRISES
BRAND PHILOSOPHY: TO DELIVER HIGH FASHION AND
QUALITY
GARMENTS AT AFFORDABLE PRICES.
MARKETTING- MEN BOTTOM WEAR
SPECLIZATION- LATEST FASHION FORWARD WASHES
AND CUSTOM-MADE DESIGNS.
JEANS PRODUCTION- BANGLORE
BRAND TURNOVER- 12 CRORES
GROWTH PERCENTAGE- 20%

3. DISCRIPTION
“Hard currency has become both an established modern classic
for its sophisticated fits as well as a leading trendsetter with the
latest fashion forward washes and custom-made designs, paying
much attention to quality. We follow a strategy of manufacturing
new designs round the year in limited quantity to maintain
exclusivity and keep up with the rapid changes in trends. Thus,
our clients are provided with a set of new styles and fresh
designs, every fortnight.
”

4. VALUE ORIGIN
FABRIC
“‘Garbage in. Garbage out.’ We understand this. That’s why,
hard currency sources from the best mills across India, the finest
denims and cotton fabrics. The result is obvious – ‘quality in.
”
Excellence out.’

5. VALUE ORIGIN
FIT
“Hard
currency is involved in continuous research and
development of designs by understanding and adopting the
latest trends in fashion. Every product is conceived and
developed with an in-depth understanding of customer needs
and preferences with regard to fit.
”

6. VALUE ORIGIN
WASH
“Hard currency has amongst its strategic alliances, some of the
best washing facilities, to experiment with the most creative
finishes.
”

7. VALUE ORIGIN
FINISH
“Hard
currency packs a powerful punch by giving an
impeccable and stylish finish to every garment. We have an inhouse finishing unit to ensure conformity to the highest quality
standards. We source the latest in finishing accessories from the
best vendors across south east asia, who are known for quality,
variety and style.
”

8. COLLECTION
PREVIEW

12. INSTRUCTION
WASH
“Do
 Read the wash care instructions on the jeans properly and
follow the same
 Turn them inside out before washing
 Wash in cold water on ‘delicates’ cycle in the machine or
hand wash
 Dry cleaning is advised especially for dark jeans
 Dry flat or hang dry upside down
 Use a gentle detergent If using the dryer, use the lowest heat
setting
”

13. INSTRUCTION
WASH
“Don’t
 Wash in hot water
 Dry them in the dryer
 Wash them after every wear
”

14. TARGET MARKET
MARKETTING




Males 18-40.
Fashion conscious consumers to the simple and sophisticated
500 MBOs + 400 (Upcoming 2 years)
Adopting and settling to regional tastes

15. SWOT ANALYSIS
STRENGTH




Quality jeans built to last
Emphasis on fit, style, quality, comfort and price
Very interactive website for Indians
Stocks of freshly manufactured and updated to current trends.

16. SWOT ANALYSIS
WEAKNESS
 Limited brand knowledge
 Primarily targeted to males
 Low product range


17. SWOT ANALYSIS
OPPORTUNITIES





Expand women’s line
Expand apparel (shirts, accessories)
Get their name out there more
Advertising
Experimenting

18. SWOT ANALYSIS
THREATS
 Many companies compete ting in India
 Need more promotions

19. PRESS
RELEASE

20. REFRENCES
 http://www.hardcurrencyjeans.com/index.php
 http://www.fibre2fashion.com/news/apparelnews/newsdetails.aspx?news_id=105085
 http://www.denimclubindia.org/rsrc/rsrc_items.asp?item_id=4005

21. THANKS
PRESENTATION BY:
PRINCE KUMAR