Grasim to expand footprint in tier II, III cities.

Grasim, the men's lifestyle brand of the Adiya Birla Group, is targeting to scale up its presence in tier-II and -III cities to drive growth. From the current tally of 12 retail stores, the company plans to open 50 outlets by 2016.

'Almost 80 per cent of our stores would come up in smaller towns,' Grasim Bhiwani Textiles Brand Manager and Vice-President Abhijit Ganguly told Business Standard.

While Grasim brand is about 15 years old, the company forayed into the ready-to-wear segment only three years ago; that started from northern region and later entered the eastern India market.

'Now, we are focussing on Central India, particularly Uttar Pradesh, Madhya Pradesh, Bihar and Jharkhand,' he informed.

BS