Financial Daily from THE HINDU group of publications
Thursday, Mar 17, 2005
Financial Daily from THE HINDU group of publications Thursday, Mar 17, 2005 |
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Marketing
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Strategy Nalli plans lifestyle stores Ajita Shashidhar
Chennai , March 16 AFTER being in the silk sari business for more than 75 years, Nalli Chinnasami Chetty is now planning to foray into large-format lifestyle stores. Speaking to Business Line, Mr Kuppuswami Chettiar, Chairman of Nalli, said that the first store would be set up in Chennai. He said that it was still in the conceptual stage and they were yet to decide whether to launch the store under the Nalli brand or go for a new name. "The store will be a complete fashion store and would retail apparel for men, women and children, accessories, cosmetics, fashion jewellery and so on." He said that with consumers increasingly looking for ambience and more importantly, wanting to shop for the entire family under one roof, a large-format store made good business sense. Mr Chettiar also mentioned plans to launch ready-to-wear garments for women and children under the Nalli brand. The brand already offers readymades for men. "Almost 20 per cent of the menswear collection at our stores consists of our in-store brand. As our prices are lower and the quality is similar to most foreign brands, our ready-to-wear garments are in demand." Nalli, which had never felt the need to advertise all these years, recently started investing quite a bit in advertising. It signed on Ogilvy & Mather as its advertising agency late last year. Mr Chettiar said Nalli felt the need to advertise not because a number of new players have entered the market but because it wanted to position itself as more than just a silk sari player.
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