The Hindu Business Line : Pantaloon, Talwalkars embark on cross-marketing of brands

Sourcing deal Talwalkars intends vending Pantaloon's brands at its stores. Pantaloon is also expected to enter into a sourcing deal with Talwalkars for its gym and fitness equipment.

Mumbai , June 15

Cross-marketing their respective brands, Pantaloon Retail and the gym major Talwalkars expect its newly formed joint venture company to exploit synergistic advantages.

Having forged a 50:50 joint venture recently, there are plans to bring in the Pantaloon brands in areas such as apparel, shoes and food at the Talwalkar's retail outlets, while Pantaloon would use the gym company's expertise in sourcing fitness equipments for its own stores. The joint venture, which has been primarily forged to kick start Pantaloon's fitness brand - Roots, at its Health Village branded mall in Ahmedabad, would help Talwalkars leapfrog into the retailing business, courtesy the number of malls planned by the retail major.

Speaking to Business Line, Mr Girish Talwalkar, Director, Talwalkars Better Value Fitness Pvt Ltd, said, "Through the Health Village malls, we would be present in all the malls planned by Pantaloon. Considering Pantaloon has planned malls in nearly 28 cities across the country, this should ramp up our presence in retailing." Health Village has already created `Roots' as a sub-brand for its fitness business and Talwalkar intends launching spas and gyms within its premises.

At the same time, the gym major, which expects to make a foray into retailing on its own, also intends vending Pantaloon's brands at its stores.

Explains Talwalkar, "We would sourcing some of Pantaloon's brands such as apparel, shoes and even food from Pantaloon's stable." For instance, Pantaloon could be used as a vendor to source gym wear, while Liberty Shoes which already has a joint venture with Pantaloon, could be made to manufacture sports shoes for Talwalkars.

Besides, Pantaloon is also expected to enter into a sourcing deal with Talwalkars for its gym and fitness equipment.