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K.V. Kurmanath

Hyderabad , April 6

Eyeing the youth segment, D'damas Jewellery India Pvt Ltd will soon launch steel jewellery range — Rave.

According to Mr Sushmay Saha, Deputy General Manager (Franchisee Operations), the new range of diamond-studded steel jewellery would soon become a "fashion statement".

Mr Saha, who was in the city in connection with the inauguration of a franchisee shop-in-shop at CMR Exclusive showroom here on Wednesday, said the company would continue its association with the Bollywood for promoting its products.

"Aspiration levels of Indian masses on Bollywood are phenomenal. Bollywood is a strong medium and it is the best route to reach out to the masses," he told Business Line.

Currently D'damas associated itself with the Hindi movie Tom Dick and Harry. "In the past, we associated with movies like Zinda and Shadi Se Phehle. It worked well. We are going to continue this," he said.

As part of the promotion, Kim Sharma, Jimmy Shergil, Anuj Saxena and Dino Morea - starring in Tom Dick and Harry were present at the launch of the D'damas outlet.

The company would look into the potential of the South Indian movies to launch similar kind of associations. This, however, would happen at a later phase.

The company sold its products through 300 retail outlets and 13 franchisees across the country. "We are going to launch 50 franchisees more," he said.

More Stories on : New Products & Services | Gems & Jewellery | Steel

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