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Premium fabric brand Grado expects to grow 25% in 2019

The brand will focus on new product extensions via more integrated marketing activities through outdoor and digital. The company will also start reaching out to customers through e-commerce

Grado from the house of OCM and GBTL-Grasim is looking at aggressive expansion in 2019. The premium fabrics brand is looking to grow at 25% in terms of sales on the back of an elaborated media plan that includes TV, outdoor, digital and other several other on-ground innovations.

In an interaction with BestMediaInfo.com, Rajendra Agarwal, Mentor, Grado shared how the brand has been able to build a special place in the market.

Rajendra Aggarwal

“We wanted to be as localised and as personalised as possible and wanted customers to really invest and get to know the brand. We mapped the customer journey backwards to ensure maximum moments of truth. All these measures established multiple moments of truth and helped in strengthening the brand,” he said.

Agarwal also spoke about the future growth strategy of the company.

“We're looking for new channels for development, new avenues for marketing, new stories to be told. We would like to jump onto the e-commerce bandwagon for more integrated marketing activities to give the customer a 360-degree experience,” said Agarwal.

Last year, the brand had tried a flash mob during festivals. Apart from that, the brand had launched ‘Born for the Blazer’ campaign for enhancing blazer quotient in men’s styling, which was floated on TV, online and through some focused on-ground activations.

Commenting on it, Agarwal said, “The campaign was done keeping in mind the trend that customers are moving to ‘separates’ and the ‘mix and match’ space. A line of fabrics were introduced to cater to this from both Grado from the House of GBTL and OCM. The business had fared well, attributing to a well-conceived and executed multi-vertical integration.”

Talking about the Luxury Fabrics and Apparels Industry, Agarwal shared that the end-customer is becoming more and more aware of global trends in terms of colour, fit and design, which has prompted the demand for more variety.

“Customers are seeking comfort as well and that boosts sales for lycra/stretch fabrics. This is a constant undertaking to offer something new to the customer who is privy to fast fashion,” he said.

Grado is planning to undertake product initiatives like product extensions for superfine cotton, different finishes such as water resistant, stain repellent, odour absorbent and many more functional necessities, range of aromatic fabrics in musk and menthol.


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