The Siyaram Poddar group has unveiled plans to focus
on marketing its garment brands, with particular emphasis
on its flagship Oxemberg brand.
garments added Rs64 crore to the Rs1,500-crore turnover
of the group during the last financial year and the company
now plans to roll out an aggressive television campaign.
textile and ready-made business is sailing through a patch
where brand loyalty ranks low, and most brands are vying
for shelf space in malls and large format stores, along
with mind space through advertising and promotions.
is present in Central, Future Groups'' large format store
and Siyaram is said to be in talks with In-orbit and other
malls to get acquire retail space. According to sources,
the brand plans to set up 100 retail outlets by the end
of 2008, across 40 tier-II and tier-III cities. Special
focus will be accorded to the south Indian market and
new outlets will be located in malls and high street locations.
company currently has 33 outlets in 10 cities.
estimated outlay for each outlet will come to about Rs30
lakh on lease rentals, and Rs50 lakh to Rs1.25 crore on
outright purchase deals. The stores will carry inventory
worth Rs10-12 lakh.
company is evaluating the adoption of a cluster approach,
and plans to roll out standalone stores wherever viable.
Post expansion, the Rs65-crore brand is looking at revenues
of up to Rs100 crore.