DJ&C to become a Rs1000-crore brand by 2010 under Future Brands

Mumbai: Unisex denims and casual wear brand for the youth, DJ&C, owned by the Kshore Biyani -owned Future Group's apparel brand Future Brand, is all set for an image make over. 

The Rs150-crore Future Brands, recently unveiled the advertising campaign for the DJ&C brand , which is mostly retailed through it's flagship supermarket,  Big Bazaar. The new campaign, which goes with the baseline 'Look Famous', endorses and helps bring out the 'star potential' in everyone. The new communication campaign intends to create brand awareness and push among target consumers - those who come to Big Bazaar to shop for their apparel.

The brand has a range of stylised and affordable product lines such as shirts, trousers, embellished denims, caps, shoes and lots more. True to the positioning of Big Bazaar, the DJ&C range retails from Rs199 to Rs799.

The Future Group has more than 50 in-house brands that it currently sells through its various retail formats across over 40 cities in India. Witnessing impressive sales and growth of brands through Future Group-owned formats; the Group has decided to unlock value from certain key brands by providing these brands the resources to grow independently.

Accordingly, it has transferred key apparel and food brands to a separate company, Future Brands.  These brands include – apparel- DJ&C, Bare, John Miller; Food- Fresh and Pure, Tasty Treat; and home solutions - Koryo, and  Dreamline.

Future Brands is a 100-per cent subsidiary of the Future Group and will be a brand development and marketing company for creating, nurturing and growing brands.The company has strategic business operations in consumer insights, brand consulting, brand management, design & distribution.

The advertising campaign has multiple renditions, and will be showcased in television, newspapers and magazines, out of home media and will be supported by innovative on-ground events across malls, nationally.

The Future Brands team expects its revenues to reach Rs1000 crore by 2010 - 11, up from Rs150 crore, in the current financial year.