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Grasim + Raymond + Vimal bet on Small Towns

August 10, 2007


Grasim Industries, Raymond India and Reliance Vimal are all betting on smaller cities to grow and capture the nascent market for branded suitings and shirtings.

All these companies all of a sudden have turned their attention to Tier-III and Tier-IV cities such as Belgaum, Jalandhar, Chas, Kulti and Purulia. Mr Krishnamoorthy, President of Grasim textiles, said,

Till now the Grasim brand was associated with fashion conscious elite segment. Now, we deliberately want to take the power of fashion to a larger audience. Citizens of smaller towns have aspirations and are willing to empty their pockets to experience these brands. Grasim offers this audience not just style but also the association of Bollywood icon, who symbolises these dreams.

Grasim has invested Rs 4 crore for a Television Ad campaign featuring, Bollywood Hero, Akshay Kumar.

Raymond Apparels has launched Notting Hill a Value for Money brand to woo the Indian Middle Class. ITC’s John Players and Mudra Garments Peter England are the leaders in this market.

Our sources tell us that Vimal – the early 80s brand from Ambani is all set to storm the market in a big way this festival season. Vimal will launch branded clothes for every segment of the Indian consumer – from Designer Clothes to Readymade garments for the Aam Admi.

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