The Hindu Business Line : Bombay Dyeing to offer platform for premium Indian brands

Having embarked upon the business of luxury mall development, the textile major intends bringing in a host of luxury brands into the country and at the same time roping in some of the premium Indian designer labels.

The textile major intends building almost 8-10 luxury malls over a period of ten years.

Mr Ness Wadia, Joint Managing Director, Bombay Dyeing, told Business Line, "We are not only bringing in the best from the West but also want to enhance the best of what we have in this country. This would range across areas such as apparel, restaurant and services."

To begin with it is Indian designers, which the company is likely to encourage at its luxury destinations.

As Mr Wadia adds, "We believe strongly in Indian brands and what they lack is commercialisation in terms of bringing themselves forward. There are many Indian designers and brands that we would like to get involved with."

Giving a platform to Indian brands and designers, the company intends making them more visible and commercially viable as brands in the future.

"We are looking at various brands and some of them are Indian designers. In fact, many of these designers could also be new kids on the block. The purpose is to not only make them more successful but to encourage such Indian designers,'' states Mr Wadia.

branding exercise

At the same time, the textile company intends getting into a more aggressive branding exercise for its own brand.

As Mr Wadia elucidates, "We are looking at branding some of the unbranded products in the market. These could be products in the powerloom and handloom sector. However, we will not produce it but help in marketing the same.''

Besides, Bombay Dyeing also intends segregating its stores across the country depending on the kind of products.

"There will be some Bombay Dyeing stores which will be premium depending on the city and the location,'' says Mr Wadia. Having introduced premium offerings, Bombay Dyeing intends unleashing more of designer lines.

Designer Tarun Tahiliani will soon unveil a new Swarozvki collection for the company.

With more competition coming into the bed and bath category of late, Bombay Dyeing intends ramping up its products, services and retail shops.

With Bombay Dyeing's retail division growing at 30 per cent, the company has turned profitable.

"We are not scared of any competition and with time there will be more innovation and better products," added Mr Wadia.