Financial Daily from THE HINDU group of publications
Wednesday, Mar 08, 2006
Financial Daily from THE HINDU group of publications Wednesday, Mar 08, 2006 |
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Marketing
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Retailing Fashion accessories brand Carbon to expand horizon Sravanthi Challapalli
NOT JUST JEWELLERY: A Carbon showroom in Bangalore.
Chennai , March 7 Carbon Accessories is taking a series of steps to expand and build brand equity for the Carbon brand of fashion accessories. On the retail front, it has signed agreements with various malls in a few cities across the country to set up 15 exclusive stores. It is also associating itself with Lakme Fashion Week as the event's official jewellery accessories sponsor for the next three years. Speaking to Business Line, Mr Mahesh Rao, Managing Director, Carbon, said the brand would use LFW to launch newer categories of products, one of them being handbags. While he would not reveal what the rest were, he said Carbon had always sold its diamond jewellery as a lifestyle product and as such, wants to be known as a fashion accessories brand rather than a jewellery brand. The alliance with LFW, now a bi-annual event, will give Carbon a platform to project itself as a `designed-in-India' brand to an international audience. Carbon intends to have 10 exclusive stores operational by December 2006. It has two such stores in Bangalore and one in Delhi. Since its launch in 1998, it is now present in 58 retail outlets in shop-in-shop format. With the growth of lifestyle stores, this retail avenue will continue to expand too, says Mr Rao. The brand is present in most lifestyle chain stores including Lifestyle, Shoppers' Stop and Pantaloons. To a question on market share, Mr Rao said the branded jewellery segment, barring a couple of players, was still nascent and it would take another 5-7 years before market share could be estimated.
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