The Hindu Business Line : Bombay Dyeing to shift focus to suitings

AFTER relaunching its home linens division, textile major Bombay Dyeing has now decided to focus on its suiting collection. With a new campaign planned later during the year, its ad agency St. Luke's is already working on a mega campaign for the suiting range.

Mr Aloke Banerjee, Head, Domestic Business, Bombay Dyeing, told Business Line, "All this time we were not focusing on the suiting range since our energies were behind our home linen business. But now there is a new thought process behind our suiting collection and a new campaign is expected to get finalised.''

In fact, the company has unleashed three sub-brands under its suiting collection. The three ranges, named Designi, Amadis and Enzza, are made from fabrics such as cotton, poly viscose and poly wool. The suiting category contributes nearly 10-15 per cent of the company's total turnover and is being retailed through its 400 outlets.

However, the company has still not firmed up any plans for its range of Vivaldi shirts, which it had offloaded as a joint venture with Proline Ltd. "Vivaldi is still dormant at the moment," stated Mr Banerjee without divulging the future plans for the shirting brand.

With intentions of doubling its domestic Rs 900-crore retail turnover, the textile company has decided to step up its ad budget and has earmarked Rs 9 crore towards new campaigns for its new bed-linen range.

This season, Bombay Dyeing is unleashing its most expensive campaign till date for its newly launched Ebony & Ivory Collection. "This is our most expensive campaign in the recent past," says Mr Banerjee. Roping in faces from its latest Gladrags model hunt, the new Ebony & Ivory campaign is targeting fashionable consumers who are looking for a change.

According to Mr Anil Nair, Vice-President, Strategic Planning, St. Luke's Advertising, "Through the new campaign Bombay Dyeing would like people to recollect the black-and-white days. It will be a change for the company since all these years it used colours for its bed-sets and towels." Besides, this is also the first time that the company has decided to colour co-ordinate its towels and bedsheets under its Ebony & Ivory range. Home linen contributes nearly 60 per cent of the company's turnover.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Bombay Dyeing to shift focus to suitings — Plans a new mega campaign

UB hopes to sell 10 m cases of Bagpiper this fiscal

Low-cost, no-frills airlines benefit travel agents too