Interviews
Expansion plans of Amul Innerwear
09 May '08
4 min read
The company's promotional budget which was pegged at Rs.15 crores last year has also seen a rise with Rs 20 crores being the budget this year.
They have also come up with a new television campaign featuring Sana Khan and the orangutans which has been as popular as the previous one.
The new ad campaign created by famous ad-maker Mr. Pushpinder Singh continues to assert the brands' identity of being 'crafted for fantasies' and has been successful in creating a recall for the brand amongst the consumers.
The company firmly believes that in the long run it is quality that determines the success of a brand. Amul stands for consistency in quality, value for money and need fulfillment through regular innovation of new products for the consumers.
Mr. Navin Seksaria, elaborating on the company's expansion plans, said that, “Currently the company has production facilities at Tirupur and Kolkata and now in Bangalore. We are also planning to set up two more units in Kochi and Hyderabad within the next three months.
He further elaborated that the products best suited for this market are the premium range of briefs and trunks that are made for men, women and kids although they have their separate economic range to suit the tastes and demands of other markets as well.
On talking about the distributor base, the figures quoted for the entire southern India was nearly 150 by the next financial year and to touch atleast 50 in Karnataka itself which would help them to gain control over the hosiery market. Distribution has already started in Kerala since last year and will now be regularised in Karnataka as well he mentioned.
The marketing and advertising budget touches 3 crores for the entire Southern India from J G Hosiery Ltd for '08-09 while Karnataka budget is pegged at a lumpsum 80 lakh rupees. While the Kerala campaign was flagged off on 20th April, the Karnataka advertising campaign will begin from 3rd May onwards.
J G Hosiery Pvt Ltd has been consistently investing over the last 15 years to build and enhance the brand equity of Amul Innerwear. The advertising budget for the last year was Rs.15 crores. This year the company has earmarked a sum of Rs.20 crores for the same. This significant jump in spends clearly reflects the confidence on the brand.
They have also come up with a new television campaign featuring Sana Khan and the orangutans which has been as popular as the previous one.
The new ad campaign created by famous ad-maker Mr. Pushpinder Singh continues to assert the brands' identity of being 'crafted for fantasies' and has been successful in creating a recall for the brand amongst the consumers.
The company firmly believes that in the long run it is quality that determines the success of a brand. Amul stands for consistency in quality, value for money and need fulfillment through regular innovation of new products for the consumers.
Mr. Navin Seksaria, elaborating on the company's expansion plans, said that, “Currently the company has production facilities at Tirupur and Kolkata and now in Bangalore. We are also planning to set up two more units in Kochi and Hyderabad within the next three months.
He further elaborated that the products best suited for this market are the premium range of briefs and trunks that are made for men, women and kids although they have their separate economic range to suit the tastes and demands of other markets as well.
On talking about the distributor base, the figures quoted for the entire southern India was nearly 150 by the next financial year and to touch atleast 50 in Karnataka itself which would help them to gain control over the hosiery market. Distribution has already started in Kerala since last year and will now be regularised in Karnataka as well he mentioned.
The marketing and advertising budget touches 3 crores for the entire Southern India from J G Hosiery Ltd for '08-09 while Karnataka budget is pegged at a lumpsum 80 lakh rupees. While the Kerala campaign was flagged off on 20th April, the Karnataka advertising campaign will begin from 3rd May onwards.
J G Hosiery Pvt Ltd has been consistently investing over the last 15 years to build and enhance the brand equity of Amul Innerwear. The advertising budget for the last year was Rs.15 crores. This year the company has earmarked a sum of Rs.20 crores for the same. This significant jump in spends clearly reflects the confidence on the brand.
J G Hosiery Pvt Ltd
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