The Hindu Business Line : Future Brands unveils Dreamline for home segment

Mumbai May 17 Future Brands, a part of the Future Group, has announced the launch of its first brand `Dreamline' for the home category. The company also announced that actor Hema Malini would be the brand ambassador for the products.

Dreamline includes kitchenware, bed and bath linen, furniture and home decor.

The brand has been exclusively licensed to Pantaloon Retail (India) Ltd, although both Future Brands and Pantaloon Retail are part of the Future Group. It will enter the market initially with Dream Kitchen and Dream Bed and Bath, while Dream Furniture and Dream Décor will be launched in the future. The Dream Kitchen and Dream Bed and Bath products will be priced starting from Rs 30 and go up to Rs 2,000.

Customer loyalty

Mr Hans Udeshi, CEO, General Merchandise, Pantaloon Retail, said that the company hopes to make Dreamline a Rs 200-crore brand within the next four years. "We are confident that Dreamline will win over customer loyalty," he said.

The brand will be initially introduced through Pantaloons' Big Bazaar and Food Bazaar outlets across the country and will be priced competitively with other products from the same category. "We see a huge potential to grow in the home category, with the Indian market offering wide scope for the `value proposition' products," said Mr Kishore Biyani, Managing Director, Future Group, in a press release.

The Dream Kitchen product line will be launched in the non-stick cookware, hard anodised cookware and utility. In the plastic segment, products such as thermoware, household items and kitchenware will be launched. The crockery segment will have opalware and glassware. The Dream Bed and Bath brand will have products such as plain and satin bedsheets, pillow covers and towels.

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