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Police, the lifestyle brand from the De Rigo group, an Italian business house, is targeting sales of Rs 100 crore in India in the current financial year (FY26) from Rs 68 crore achieved last year (FY25), growing at nearly 50% per annum, a top official said in a conversation with FE.
Driven by growing aspirations and accessible price points, Police, best-known for its trendy watches for men, retailed by Titan in India both online and offline, sees the target as achievable. Police is available in the Rs 15,000-30,000 price range, described as affordable luxury by sector experts. Police had appointed cricketer KL Rahul as its brand ambassador last year for India and the Middle East.
In the next five years, the plan is to grow five-fold, touching Rs 500 crore in topline, which will make India the largest market for Police. Besides its exclusive partnership with Titan for watches, De Rigo also works with third-party distributors in India for other categories such as fragrances, leather goods and eye wear, which are emerging segments for the group in the country.
India emerges as priority market
“India is increasingly becoming important for us, as the Chinese (luxury) market slows. India also offers a huge opportunity for growth with a younger demographic, evolving needs and greater style and fashion consciousness,” Barbara De Rigo, owner of the De Rigo group said, who is on her second visit to India in two years. The De Rigo group counts China, US and India as its top three markets for its watches business at the moment. In the last few years, India’s luxury market has exploded, led by high networth and ultra-high networth individuals, driving many international brands to either expand or make a beeline for the country.
New segments and wider reach
Rahul Shukla, vice-president, and chief sales and marketing officer, watches and wearables, Titan Company, said Police was counting on newer avenues of growth in the future including foraying into watches for women, looking at bolder designs, style quotients, as well as storytelling and gifting formats for its collections and engaging more with younger consumers across tier I, II and III markets. Almost a fourth of its sales comes from online channels, with the plan to increase this number in the coming years.
Titan reaches almost 1,200 doors through its own network of stores and through allied formats such as multi-brand retail outlets for Police. The retailer may look to increase its offline presence as it taps more consumers in the future in its quest for growth.
“The Rs 500 crore target in five years may seem audacious, but all ends of the watches market in India, which is valued at Rs 23,000 crore, is growing. Consumers see watches as an expression of their personality, which is propelling growth,” Shukla says.
Sector experts say that the affordable luxury and ultra-luxury watches segment, valued at Rs 10,000 crore in the country, is amongst the fastest growing as well-heeled consumers seek the best-in-class in terms of products.
De Rigo says that the group may also look to aggressively push its other categories in the country as salience for the Police brand grows.
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