Being Human is a fashion brand by Mandhani Industries. The company was established under Being Human –The Salman Khan Foundation dedicated to the cause of providing education and healthcare to the underprivileged section of society. The motto of the company is philanthropic as all the proceeds from the clothing line are used to support the education and healthcare initiatives of the foundation.
The clothing line embodies values like love, care, share, hope, help and joy.
The company was launched by Mandhana Industries in 2012. It holds exclusive rights to design, manufacture, retail and distributes Being Human clothing. The major competitors of the company include:
- United Colors of Benetton
Product in the Marketing Mix of Being Human :
The Being Human apparels are made with best and pure organic cotton. The products come in different size, colour, and design and are suitable for casual, formal, party wear and sportswear.The clothing line offers the following variety of clothing under the broad categories of Men and women’s top and bottoms:
- Men’s T-shirt
- Men’s Shirt
- Men’s Polo
- Men’s Chino
- Women’s T-Shirt
- Women’s Polo
- Women’s Shirt
- Women’s Dress
- Women’s Tracks
- Women’s Short
Apart from apparel, the brand is the sale of watches, clothing accessories and clothing shoes.
Place in the Marketing Mix of Being Human :
The brand follows a policy of multi-channel retailing. Apart from company-owned stores, it also operates on a franchise model.
The Being Human flagship store was launched in Bandra, a suburb in Mumbai.Being Human Clothing line has stores within India and countries likeBelgium, France, Middle East and Spain.In UAE, it is available across 100 stores of a fashion and lifestyle retailer called Splash and Iconic.
In 2016, the company opened 4 new stores in India. Apart from the metropolis, it has also launched stores in smaller cities like Ambala and Udaipur and II-tier cities like Bhopal and Ahmedabad. The company now has 31 exclusive brand outlets in India including one in Nepal at Rising Mall.
Price in the Marketing Mix of Being Human :
Being Human Clothing brand offers contemporary men and women’s apparel. The clothes are modern and chic and therefore targeted at the youth and children. The idea is to look good and comfortable.
Many of the clothes come at an affordable price suitable to the middle-class though there are some products in the premiere range also. People buy the products at a higher price at times because of the noble cause behind it.
The company believes in accessible pricing and therefore the average price of products starts at Rs. 650-750 range. The maximum price is Rs 2000-3000.
The products are available in flagship stores, e-commerce sites, as well as through distributors. E-commerce sites like Jabong often sell the products at a discounted rate or sale.
Promotions in the Marketing Mix of Being Human :
Bollywood hero Salman Khan is the brand ambassador of Being Human clothing line. The promotion of its products is done through magazine, media events, and social networking sites. The brand ambassador Salman Khan in himself is a big promoter for Being human because of his huge fan following.
The company runs a loyalty program where a consumer can earn 2 goodness points with every Rs.100 of a point of sale (POS)spend. The points can be redeemed at any of the brand’s exclusive outlets. The consumer can start redeeming the points, once he accumulates 100 goodness points.