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British ethnic Western wear retailer East sees potential to open at least 200 stores in India piggybacking on local chain Fabindia Overseas Pvt. Ltd by pricing its clothes and accessories at half the price in its UK stores.story continues below>
Adapting: East’s Clive Pettigrew says their clothes will be targeted at Indian women increasingly interested in international fashion. Ramesh Pathania / Mint
The first store, which opens on Thursday in New Delhi, is also a test for handcrafted Indian wear retailer Fabindia, which is trying to make itself relevant to a growing number of urban Indian women who prefer trousers and shirts to a ‘salwar kameez’. “Our clothes will be targeted at women who are increasingly interested in international fashion and not just Indian fashion,” said East chairman Clive Pettigrew.
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