The Hindu Business Line : Ready-to-wear brand Stori hikes promo budget

IN keeping with the growth and aggressive targets set, Stori, the ready-to-wear brand from the Rs 100-crore Chaya Garments, plans to increase its marketing and promotional budget by more 60 per cent from Rs 1.5 crore to Rs 4 crore this year.

The company recently launched its festive collection for the season. The festive collection is expected to strengthen the Stori portfolio further, and help achieve the target of Rs 30 crore set by the company for Stori during the financial year 2003, as compared with its revenue of Rs 15 crore during the previous year.

Mr Omprakash Bhaiya, Chairman and Managing Director, Chaya Garments, said, "The very fact that Stori continues to grow at a rate well over the segment and industry growth points to the unique positioning adopted by the brand and its impressive channel record. It is also an indication of the value for money positioning of Stori."

The group now clearly identifies the brand as its growth engine and would invest what it takes to keep the brand growing.

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