Uzazi Fashions launches new range

Going to work during pregnancy will no longer be the same for working women, as they now have an Indian, affordable option.

Pune-based Uzazi Fashions Pvt Ltd has launched Uzazi, the first-ever range of maternity wear in India, presenting the first Indian brand in this niche segment.

Minal Joshi, managing director, Uzazi Fashions, told mediapersons on Tuesday that the introduction of the brand was a result of extensive study of two years to understand the user perception, select the fabric as well as develop the range of patterns.

"Uzazi (parenthood in Swahili language, Africa) will try to fill the huge the gap in the Indian garments market for stylish, modern and affordable maternity wear," Joshi said. The company will target the working women, especially in the IT and IT services sectors like BPOs, with a wide range of kurti, shirts, T-tops, skirts, middies and trousers to take care of the changing shape of the woman's body as she progresses through her pregnancy and would be adjustable for post-delivery use, she elaborated.

Availability of formal and casual wear such as capris, trousers, and denims in three different styles for a comfortable belly position would be the major strength of Uzazi, she added.

The company has made an initial investment of Rs 2.5 crore to set up a factory in Pune where it aims to manufacture about 5,000 garments per month. Joshi said the company expects to sell the garments at an average price of Rs 800.

"We see a huge potential for this category of apparel as in the current scenario, women - working in the different sectors of the service industry - need to work right through the pregnancy," Joshi said, adding that the company is targeting customers from class A cities in India in the first phase of the launch.

Joshi said the company will open 10 exclusive stores in the country and will tie up with local big format retail stores for a shop-in-shop presence in the first phase. The garments will be priced between Rs 395 and Rs 1895, she said.

Xitij Joshi, director, Uzazi Fashions, said the company will also make available allied products such as skin creams or morning sickness lolly pops in the company exclusive shops. These will be procured from outside suppliers, he said.

At present, Mothercare is the only maternity wear brand available in India, sold exclusively through Shoppers' Stop outlets.

Joshi said Uzazi will compete with the imported brand on the basis of both pricing and the specially designed patterns and fabric to suit the physical features of Indian women.