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 The Company
 StrategicIntent
 Milestones Achieved
 The Pioneers



The Company

The Spykar story started way back in 1992, when Mr. Prasad Pabrekar led by ambition ventured into fashion apparels and accessories by starting Span Apparels Pvt. Ltd..to make use of his vast repertoire of technical knowledge in processing of denim garments.

He started the company with the firm belief that the best investment for the Co. was Human Capital, starting with a just a handful, and slowly built up a company with over 150 employees. He gave them the best possible infrastructure to work within, which has resulted in an almost negligible attrition rate in the company's employee turnover over the last 14 years.

The company is based on strict code of ethics which is evident in its dealing with all its partners; namely employees, trade associates, vendors and the like.

Its accent on the quality of its products has been unwavering right from its inception. It has always strived to produce a product, having a global appeal. Denims are the cores of the company's business. This has been facilitated by the company's in-house processing unit and gives the company the competitive edge in consistently producing denims of international quality.

To continuously innovate, and to bring new styles, cuts and fabric to the market, the company has a team of young and dedicated designers and merchandisers, who are extremely aware of the latest trends in the international market. The company experiment a great deal on new styles and accessories, making them trendy and accessible to the Indian consumer. Since Spykar Jeans designs specifically for Indian audiences, it has the best fits and designs in its repertoire.

In 1994, Span Apparels Pvt. Ltd. moved beyond denim and introduced Helium's, a collection of cotton casual wear. This was followed by Forays in 1996; a brand with an attitude positioning that caters to the after-office leisurewear segment.

SPYKAR products are available at over 450 MBOs across the country, apart from the large format stores like Shopper's Stop, Globus, Lifestyle, Pantaloons, Pyramids, etc. and at the Exclusive Spykar Jeans outlets at Ahmedabad, Ghazi bad, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New Delhi and Pune. Spykar Jeans currently has 52 Exclusive Brand Outlets and plans to increase that number to 150 by the end of 2008. To mark its foray in the international arena, Spykar Jeans has also opened its first exclusive outlets at Glades Mall, London.

The brand has always focused on the u: th and their aspirations and built up the product portfolio accordingly. All its marketing efforts are targeted at making the brand relevant at all times to this discerning audience.

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Strategic Intent

Endeavor sustenance as a premium fashion wear brand, providing total casual dressing for the u:th's complete fashion needs.

The entire offering is fashion and hence radical at times. The single line to sum it up is Spykar jeans: 18 till I die (ever young).

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First to the Brands Credit/Milestones Achieved.

We revolutionized Cargo's in the country with the very non-conformist look and its innovative presentation we broke all norms of how a pair of pants should be sold.

Rolled and tied by a canvas strip and stocked in this form on the shelves - it defied conventional norms and challenged tradition. Target audience who identified with this Rebellious approach lapped-up the product and yet again Spykar Jeans scored in turning the table upside down. We sold nearly 70,000 pants and cargos with not even 60% of the demand fed.

To cut the monotonous complacency of basic 5 pockets we stylized denims as flamboyant blues. This fashioned persona of denims was introduced as Actifs (Spykar's Fashion Denim Collection) with 4 fits - Stern, Rebel, Maverick & Recruit.

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The Pioneers..

Prasad Pabrekar - MD

An electrical engineer from VJTI by qualification Mr. Pabrekar before inheriting his father's dry cleaning business ran an audiocassette-assembling unit whilst in college. It was in the laundry business that he accumulated vast experience related to denims.

Having gained experience in processing denim garments he set up his own denim-processing unit with a seed capital of Rs. One Lakh from a credit society. Since he knew everything about finishing a garment he decided to try his hand at stitching and selling his own brand of jeans.

In 1992, Mr. Pabrekar started manufacturing and selling his own brand under the Spykar name, first year of operations saw him incur a loss of Rs. Ten Lakhs due to the lack of a well thought marketing strategy.

His experience with processing garments taught him to be sensitive to the needs and tastes of the consumers, which gave him the idea for all trials of Spykar jeans to be done on humans rather than on mannequins.

His vast technical knowledge and his immense potential in understanding the brand and its market have formulated Spykar Jeans into one of India's leading brands today.

A firm believer in giving a quality product at the right price has always been the hallmark of his strategy towards the growth of Spykar Jeans. Right from its inception, Spykar Jean's focus hasn't wavered from being customer-centric. The brand portfolio has since expanded with line extensions. Spykar has successfully transcended the traditional denim maker image and moved towards catering 'total casual dressing', by providing complete fashion needs. Currently the Spykar portfolio encompasses an array of casual apparel, from the authentic five-pocket jeans to fashionable denims that includes Cargos, Loozers, Casual shirts, T-Shirts and Cotton Chinos. Today Spykar provides a bigger range and more fits, consistently maintains international standards and has never set foot in the volume game.

The Boomerang pneumonic was introduced in 1998. In spite of all its activity and energy and vitality, the boomerang always comes back. The Spykar customer behaves somewhat similarly. He too comes back for more. This is the kind of loyalty that Brand Spykar inspires. The same is of employee turnover at Span Apparels Pvt. Ltd. There has been a negligible attrition rate in the company over the last 14 years.

Mr. Prasad Pabrekar has always been a visionary in the casual wear segment and, in a short span of 14 years, has made Spykar into one of the leading Denim brands in the country today.

Mr. Prasad Pabrekar's vision to make Spykar one of the best denim brand in the country, in terms of top of the mind recall, he plans to make Spykar available at all premium MBOs and large format malls, apart from opening exclusive stores across the country, which would present the Spykar range in totality. Spykar will be the first Indian denim brand to be retailed in Australia and has also opened its first exclusive outlets at Glades Mall, London is scheduled to open its first Exclusive Brand Store in London.

Mr. Pabrekar has traveled extensively. In fact the dream to set up Spykar started with the desire to travel and experience people and places and different cultures. Now his travel is more focused towards building up knowledge on the garment industry that can be put to practice at Spykar.
 


Sanjay Vakharia - Director - Marketing

Mr. Sanjay Vakharia has been associated with Spykar Jeans (Span Apparels Pvt. Ltd.) since its inception in 1992. Quick to spot marketing opportunities, Mr. Vakharia has been primarily responsible for the brand image that Spykar enjoys today.

With a Master's Degree in Management, his sharp business acumen saw him rise from the position of Manager Marketing to Marketing Director. Today he is responsible for the overall Marketing & Brand Communication strategies of the company.

Prior to joining Span Apparels, he worked with Magna Publications as the Export Manager (Garments) wherein he was responsible for setting up the marketing network in the US & UK markets. Additionally, he was the Marketing Manager for their Toys & Games division. By 1992, was heading the manufacturing and marketing of the denim company, Ragz.

His focus, in terms of communicating directly to Spykar's core audience, people in the 14 - 26 years age bracket has never wavered, the product line and marketing communications have evolved with the changing tastes of this discerning group. But the aspirational value of the Spykar brand has never been compromised.

Under the astute direction of Mr. Vakharia, Spykar Jeans has followed a distribution strategy of retailing through 450 Multi Brand Outlets across India and Large Format Retail chains ~ Shoppers' Stop, Lifestyle, Pyramids, Globus, Pantaloons etc. Spykar also retails through exclusive stores across the nation.

Mr. Vakharia is currently spearheading Spykar Jeans foray into retail business, having already set up 52 Exclusive Spykar Jeans Outlets and plans are afoot to have a total of 150 exclusive stores by 2008. Spykar Jeans's retail strategy has taken the brand to the Middle East and will also have the brand retailing through exclusive stores in Australia and Malaysia. Mr. Vakharia has a keen eye on everything about the stores - right from the theme, décor, aesthetics, music, to the range of garments and accessories displayed.

Mr. Sanjay Vakharia has traveled extensively. Each of these visits are undertaken to acquire knowledge, be it garments or accessories or marketing techniques and POS material. And these inputs have really propelled Spykar Jeans in to a truly world class denim brand, where the accent on quality of the garment never wavers. And at the same time delivers a product that is easily distinguishable from the rest of the brands in the denim market.
 


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