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Siyaram Silk Mills to focus on emerging brands
Nov '12
Siyaram Silk Mills Limited (SSML), the leading producer of blended fabrics in India, will be focusing on its own emerging brands, in addition to the few of its established brand names such as Siyaram’s, J.Hampstead and Oxemberg.

Mr. Avinash Poddar, director and business head of J.Hampstead, told fibre2fashion, “SSML has few emerging brands which certainly have the potential to become big brands. The company is going to focus on strengthening these brands through better product offering, increased distribution and placement as well as increased share of voice for the brands in the consumer space.”

Talking about the marketing expansion plans, Mr. Poddar says, “Our marketing initiatives would be very focused and tactical, which would involve both regional and national dimensions.”

“Siyaram’s is one of the very few brands endorsed by power house celebrities like MS Dhoni, Hrithik Roshan, Neil Nithin Mukesh and Manish Malhotra. We intend to use this association very strategically to amplify mileage for our brands,” he adds.

According to Mr. Poddar, every brand under the SSML portfolio caters to a specific consumer market. For instance, While, Siyaram’s is a mass fashion brand, J.Hampstead defines class & luxury and Mistair is a fabric which displays style & fashion. Similarly, Oxemberg caters to the working executives whereas MSD appeals to the fashion conscious youth of today.

“These established brands continue to be one of the most preferred brands in the Indian consumer space and their sales are growing steadily year-on-year,” he avers.

Meanwhile, Mr. Poddar reveals, “We have recently introduced a trouser fabric – ‘Free Fall fabric’ using special technology, which we claim is the first time in India.”

“The response to Free Fall fabric has been encouraging and we want to focus on trouser fabric segment, which accounts for 85 percent of the fabrics usage in India,” he mentions.

Fibre2fashion News Desk - India

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