The Hindu Business Line : Global luggage brand Carlton gets `ready for the world'

Mr Dilip Piramal, Chairman, Carlton Travel Goods Ltd, at a press conference to launch Carlton Portraits 2005 range in Mumbai recently. — Shashi Ashiwal

Mumbai , Dec. 2

GEARING up to launch its newly acquired global luggage brand, Carlton, VIP Industries has appointed Ambience Publicis as its advertising agency while WPP group company Maxxus will be handling the media duties.

An ad budget of nearly Rs 10 crore has been planned for the worldwide re-launch of the Carlton brand of premium luggage. Apart from India, the brand will be made available in the UK, Europe, CIS and West Asia.

Going by the baseline `Ready for the World', Carlton will continue with its similar positioning post the re-launch of the brand. Says Ms Elsie Nanji, Vice-Chairman and Chief Creative Officer, Ambience Publicis, "It is an international brand and we will be continuing with the same positioning for the brand in the Indian market. There will be emphasis on the fact that the Carlton brand from England is now available here.''

Elaborating on Carlton's strategy for the Indian market, Mr Sudhir Jatia, Director, VIP Industries, says, "Carlton will be used as a flanking brand in India and will be pitted against Samsonite."

The 30-year-old UK based company — Carlton International plc — went bankrupt for a while before VIP Industries decided to buy out the brand and its manufacturing facilities in the UK. Today, it has reinstated the company as a 100 per cent subsidiary company — Carlton Travel Goods — owned by VIP Industries. Subsequently, VIP Industries has transferred the plant and machinery from its UK-based plant to its own manufacturing facilities at Nashik.

Adds Mr Jatia, "There will be better capacity utilisation of our facilities at Nashik with the Carlton brand coming under our fold." Besides, the Carlton brand will be retailed through a new distribution set up in India with almost 100 stores planned for the brand.

Recently, VIP Industries organised a global dealer meet of Carlton, which brought together 60 dealers from 50 countries at the venue in Mumbai.

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