The Hindu Business Line : Bombay Dyeing plans to open more exclusive outlets

(FROM LEFT) The Head of Domestic Business, Bombay Dyeing, Mr Arun Bhawsingka; art director Thota Tharrani and fashion designer Erum Ali during the launch of the company's Country Romance range of bed and bath linen in Chennai. — V. Ganesan

Chennai , Oct. 12

Bed and bath linen major Bombay Dyeing plans to expand its retail presence. "We are planning to expand our retail horizon through exclusive outlets for our bed and bath lines. We may roll out at least 10 such outlets in the next one year," said Mr Arun Bhawsingka, Head of Domestic Business, Bombay Dyeing.

The brand claims to be the market leader with almost 50 per cent share of the organised market. "And we are growing at 25-30 per cent every year against the market growth of 15-20 per cent," Mr Bhawsingka said. According to him, the organised market size is Rs 300 crore, while the unorganised sector accounts for Rs 6,500 crore. "With our continued efforts to grow the organised sector, we see a good 20 per cent growth in the market at present," he said.

Currently the company's range of home textiles (including bed and bath products) is available at over 400 Bombay Dyeing stores and many multi-brand retail outlets in 300 towns across the country. It recently launched its new bed and bath collection, Country Romance, in Chennai.

"Every year we come out with three to four new collections. This time, we chose to launch our new collection in Chennai as this is an important market for us," Mr Bhawsingka said.

The new collection was unveiled by art director Thota Tharrani and Chennai-based fashion designer Erum Ali.

The company annually spends Rs 12-15 crore on advertising. This year, it plans to spend over Rs 3 crore in promoting this collection alone. "We are actually planning an extensive media blitz for this line in particular," he said.

According to him, of the company's textile business turnover of Rs 450 crore, home textiles division alone (including exports) contributes around 70 per cent.

The company also tied up with fashion designer Sabyasachi Mukherjee for a new `signature line' based on "fusion design themes with traditional Indian motifs rendered into contemporary form".

"This range is the first of its kind which will change the way consumers look at the home linen industry. Bed sheets and towels will now have a designer stroke and a designer label," he said.