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Purvita Chatterjee

Fragrance World to distribute the product in India

Mumbai , Dec. 11

Smelling a new business opportunity in merchandising, the International Cricket Council (ICC), the governing body for world cricket, is set to unveil the official fragrance for the 2007 World Cup to be held in West Indies.

The UAE-based Global Holding Group company, Fragrance World, will distribute the official limited edition of the premium fragrance brand in India and rest of the cricketing nations playing the World Cup.

The unisex premium perfume, which will carry the tagline of the 2007 ICC World Cup, will be priced upwards of Rs 2,000. Mr Rohit Mittal, Global Category Manager, Fragrance World, claims, "This is the first time in the history of cricket merchandising that a perfume is being launched. Cricket is like religion in India and we would be distributing a premium perfume based on the popularity of the game in India along with the other cricketing nations.''

Fragrance World India, part of the UAE-based $3 billion Global Holding Group, has forged a joint venture with the Gujarat-based Nawal group, to start distribution of the perfume in the country. The company is presently in the process of luring distributors with the prospect of a `fabulous business opportunity'.

Promising extensive TV coverage of the matches and prime time high viewership programmes along with extensive marketing campaigns, the prospective distributors are being assured high returns.

"We intend having 600 distributors in the Indian market,'' says Mr Mittal, who is entrusted with the responsibility of selecting the brand ambassador for the World Cup fragrance.

brand ambassador

Adds Mr Mittal, "We are in the process of scouting for a world famous cricketer who can endorse the brand. The purpose is to strike a chord with the cricket-loving nation through the launch of this perfume.''

In the past, cricket merchandising has been limited to categories such as shoes and apparel. "Nowhere in the world has a perfume been launched on the back of cricket.

By calling it the official perfume of the ICC World Cup, the perfume would have an in-built equity, which will be identified by the people watching the World Cup over two months,'' states Mr Mahesh Ranka, GM, Relay Worldwide, a division of Starcom.

Investment

Apart from distributing the official limited edition of the perfume, Fragrance World India is to invest Rs 200 crore in the Indian market to distribute and manufacture more perfume brands in the future.

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