The Hindu Business Line : Ganjam positions itself as premium jewellery brand

Bangalore-based jewellery brand Ganjam has kicked-off an international marketing and advertising campaign to position itself as a premium Indian luxury brand.

The company, which had a retail presence only in Bangalore, recently opened its second boutique at the Taj Mahal Hotel in Mumbai. According to Mr Umesh Ganjam, Joint Managing Director, Ganjam, "the company is also looking at setting up boutiques not only in other Indian cities but also in overseas markets. We plan to set up at least five boutiques in the next two years in Delhi, Chennai and Goa. We are also planning to set up a boutique this year either in Milan or in New York."

To keep up with its new positioning as a luxury brand, Mr Ganjam said that the company would set up its boutiques only in premium hotels. "We still don't have quality retail space in India to house luxury brands."

The company has roped in London-based brand communications agency, Large Smith Walford (LSW) to create its new brand positioning. Mr Julian Walford, of LSW, said that Ganjam had all the ingredients of a luxury brand. "I would define a luxury brand as something which is exquisite, hand-crafted, limited in production and which maintains excitement through evolving design. And every single piece of Ganjam jewellery is unique and can justify a position in the museum," added Mr Walford.

He said that the idea behind the campaign was to establish Ganjam as an Indian cultural icon. "It is about expressing something which is uniquely Indian as well as gives it the quality of image as any other international premium luxury brand."

The print campaign would be featured not only in mainstream dailies but also in various fashion magazines.

Also on cards are various brand-building activities such as organising cultural and art appreciation events, wine tasting events.

More Stories on : Brands | Gems & Jewellery | Retailing

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