secondary data - Bombay Dyeing

MARKETING
December 7, 2007
Bombay Dyeing makes all its campaigns through electronic and print media. They usually launch a minimum of 2 collections every year and carry on extensive campaigns for these collections. These campaigns try to reinforce the company’s vision to hold the dominant position in the bed sheet and towel segments. They work with the tag line `Bring home style.’ They operate nation wide through their extensive franchise network.

New initiative
The company plans to open more company-owned stores for the high-end segment.To expand its existing bed and bath collection to include kitchen linen, duvet, comforters.
Segregating its offerings, Bombay Dyeing is planning to have a dual retail strategy to cater to the low and high end of the market. Moving away from the perception of being a `discount’ brand, its new retail initiative would include having shops to exclusively cater to the premium end of the market. With competitors such as S Kumar’s (Carmichael House) and Welspun increasing their premium offerings in the market, Bombay Dyeing intends beefing up its presence in this segment.
Speaking to Business Line, Mr Arun Bhawsingka, Head of Domestic Business, Bombay Dyeing, said, "We are now contemplating a new retail channel for our upgraded products. There are plans of opening more company-owned stores to target the higher end of the home textile market.''
Exploring a new retail model, the textile major, which already has a strong equity as a store brand expects to enhance the number of company-owned stores across the country.
"Apart from the price points, the look and feel of these new stores will be different to signify the high-end range of our products," said Mr Bhawsingka.
Besides, location would also play a part in segregation strategy for its retail outlets. "The price points for our Mumbai stores would be different from those at Kochi for instance,'' added Mr Bhawsingka, who is in the process of selecting the right location for the premium outlets across the country. Currently, Bombay Dyeing has three company-owned outlets and there are plans to take it up to a double-digit figure.

Designer collection
With a renewed focus on its bed and bath offerings, designer Sabyasachi Mukherjee was roped in to unleash his premium line of bed sheets and covers.
"We will be looking at more designers and at the same time our in-house designers would also be roped in for our premium collection," said Mr Bhawaingka.
Bombay Dyeing would also be extending its existing bed and bath collection to include new categories within home furnishings such as kitchen table linen, duvets and comforters.
The textile company has also been trying to enhance its suiting and shirting range. Having roped in John Abraham as the brand ambassador for the range, it has decided to associate its offerings with films such as Taxi 9211.
"Our biggest markets are in the east and the north for our suiting and shirting's range,'' states Mr Bhawsingka.
With the textile industry on the upswing, Bombay Dyeing's Rs 250-crore domestic division expects to grow at 20 per cent this year.