grasim suiting by dheeraj sharma

8/6/2019 Grasim Suiting by Dheeraj Sharma

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TRACING THE ROOTS OF A GLOBALCORPORATION

The roots of the Aditya Birla Group date back to the 19th century in thepicturesque town of Pilani, set amidst the Rajasthan desert. It was herethat Seth Shiv Narayan Birla started trading in cotton, laying thefoundation for the House of Birlas.

Through India's arduous times of the 1850s, the Birla business expandedrapidly. In the early part of the 20th century, our Group's founding father,Ghanshyamdas Birla, set up industries in critical sectors such as textilesand fibre, aluminium, cement and chemicals. As a close confidante ofMahatma Gandhi, he played an active role in the Indian freedom struggle.He represented India at the first and second round-table conference inLondon, along with Gandhiji. It was at "Birla House" in Delhi that theluminaries of the Indian freedom struggle often met to plot the downfall ofthe British Raj.

Ghanshyamdas Birla found no contradiction in pursuing business goalswith the dedication of a saint, emerging as one of the foremostindustrialists of pre-independence India. The principles by which he livedwere soaked up by his grandson, Aditya Vikram Birla, our Group'slegendary leader.

Aditya Vikram Birla: putting India on the world map

A formidable force in Indian industry, Mr. Aditya Birla dared to dream ofsetting up a global business empire at the age of 24. He was the first toput Indian business on the world map, as far back as 1969, long beforeglobalisation became a buzzword in India.

In the then vibrant and free market South East Asian countries, heventured to set up world-class production bases. He had foreseen thewinds of change and staked the future of his business on a competitive,free market driven economy order. He put Indian business on the globe,22 years before economic liberalisation was formally introduced by the

former Prime Minister, Mr. Narasimha Rao and the former Union Finance


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Minister, Dr. Manmohan Singh. He set up 19 companies outside India, inThailand, Malaysia, Indonesia, the Philippines and Egypt.

Interestingly, for Mr. Aditya Birla, globalisation meant more than justgeographic reach. He believed that a business could be global even whilstbeing based in India. Therefore, back in his home-territory, he drovesingle-mindedly to put together the building blocks to make our Indianbusiness a global force.

Under his stewardship, his companies rose to be the world's largestproducer of viscose staple fibre, the largest refiner of palm oil, the thirdlargest producer of insulators and the sixth largest producer of carbonblack. In India, they attained the status of the largest single producer ofviscose filament yarn, apart from being a producer of cement, greycement and rayon grade pulp. The Group is also the largest producer ofaluminium in the private sector, the lowest first cost producers in theworld and the only producer of linen in the textile industry in India.

At the time of his untimely demise, the Group's revenues crossedRs.8,000 crore globally, with assets of over Rs.9,000 crore, comprising of55 benchmark quality plants, an employee strength of 75,000 and ashareholder community of 600,000.

Most importantly, his companies earned respect and admiration of thepeople, as one of India's finest business houses, and the first IndianInternational Group globally. Through this outstanding record ofenterprise, he helped create enormous wealth for the nation, and respectfor Indian entrepreneurship in South East Asia. In his time, his success wasunmatched by any other industrialist in India.

That India attains respectable rank among the developed nations, was adream he forever cherished. He was proud of India and took equal pride inbeing an Indian.

Under the leadership of our Chairman, Mr. Kumar Mangalam Birla, theGroup has sustained and established a leadership position in its keybusinesses through continuous value-creation. Spearheaded by Grasim,Hindalco, Aditya Birla Nuvo, Indo Gulf Fertilisers and companies inThailand, Malaysia, Indonesia, the Philippines and Egypt, the Aditya BirlaGroup is a leader in a swathe of products viscose staple fibre,aluminium, cement, copper, carbon black, palm oil, insulators, garments.And with successful forays into financial services, telecom, software andBPO, the Group is today one of Asia's most diversified business groups.


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A US $29.2 billion corporation, the Aditya Birla Group is in the league of

Fortune 500. It is anchored by an extraordinary force of 130,000

employees, belonging to 30 different nationalities. In India, the Group has

been adjudged "The Best Employer in India and among the top 20 in Asia"

by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over50 per cent of its revenues flow from its overseas operations.

The Group operates in 25 countries India, UK, Germany, Hungary,

Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada,

Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore,

Myanmar, Bangladesh, Vietnam, Malaysia and Korea.

Globally the Aditya Birla Group is: :: A metals powerhouse, among the

world's most cost-efficient aluminium and copper producers. Hindalco-

Novelis is the largest aluminium rolling company. It is one of the threebiggest producers of primary aluminium in Asia, with the largest single

location copper smelter

No.1 in viscose staple fibre

The fourth largest producer of insulators

The fourth largest producer of carbon black

The 11th largest cement producer globally, the seventh largest in Asia

and the second largest in India

Among the world's top 15 BPO companies and among India's top four

Among the best energy efficient fertiliser plants

Grasim Industries Limited, a flagship company of the Aditya Birla

Group, ranks among India's largest private sector companies, with

consolidated net revenue of Rs.202 billion and a consolidated net profit

(before extraordinary items) of Rs.27.6 billion (FY2010).

Starting as a textiles manufacturer in 1948, today Grasim's businesses

comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its

core businesses are VSF and cement, which contribute to over 90 per cent

of its revenues and operating profits.

The Aditya Birla Group is the worlds largest producer of VSF, commanding

a 21 per cent global market share. Grasim, with an aggregate capacity of

333,975 tpa has a global market share of 10 per cent. It is also the second


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largest producer of caustic soda (which is used in the production of VSF) in

India.

Viscose staple fibre

Grasim is India's pioneer in viscose staple fibre (VSF), a man-made,

biodegradable fibre with characteristics akin to cotton. An extremely

versatile and easily blendable fibre, VSF is widely used in apparels, home

textiles, dress material, knitted wear and non-woven applications.

Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach in

Gujarat and Harihar in Karnataka, with an aggregate capacity of 333,975

tpa.

Cement

Grasim ventured into cement production in the mid 1980s, setting up itsfirst cement plant at Jawad in Madhya Pradesh and since then it has grown

to become a leading cement player in India.

Grasims cement operations through its subsidiary UltraTech, span the

length and breadth of India, with 11 composite plants, 11split grinding

units, five bulk terminals and 74 ready-mix concrete plants. All the plants

are located close to sizeable limestone mines and are fully automated to

ensure consistent quality. All units use state-of-the-art equipment and

technology and are certified with ISO 9001 for quality systems and ISO

14001 for environment management systems.

Chemicals

Rayon grade caustic soda is an important raw material in VSF production.

To achieve reliable and economical supply of this chemical, Grasim set up

a rayon grade caustic soda unit at Nagda in 1972 with an initial capacity

of 33,000 tpa. This has since grown to 258,000 tpa, making it the

countrys second largest caustic soda unit.

In cement, Grasim through its subsidiary UltraTech Cement Limited

("UltraTech") has a capacity of 52 million tpa and is a leading player in

India. In July 2004, Grasim acquired a majority stake and management

control in UltraTech. One of the largest of its kind in the cement sector,

this acquisition catapulted the Aditya Birla Group to the top of the league

in India.

The amalgamation of Samruddhi Cement Limited (SCL) with UltraTech

w.e.f. 1 July 2010 completed the restructuring of the cement business.

Earlier, Grasim's cement business was demerged into SCL.The merger has


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created the largest cement company in India, providing a platform that

will help in pursuing aggressive growth going forward.

Grasim Bhiwani Textiles Ltd is a subsidiary of GrasimIndustries Ltd having strong presence in manufacturing of PolyesterViscose fabric catering the market under brands GRASIM & GRAVIERA asalso exporting its fabric to various reputed brands.

The company has its manufacturing facility in Bhiwani Haryana and itsMarketing & Sales Office at New Delhi. The company is spread across thegeography through a large network of dealers , agents and retail outlets.

The company utilizes strong manufacturing facilities comprising of FibreDying , Yarn Spinning , Weaving , Processing and Folding with state-of-the-art machines , processes and professional environment.

The company also has strong presence in International market catering tothe fabric need of International brands.

The company has strong Design and Development team whichconceptualizes and develops designs as per fashion standards and marketneeds.

The company also has its product range of RMG Ready made Garmentswith exclusive design and qualities.


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Products:

GRASIM SUITINGS: from the house of Grasim BhiwaniTextiles Ltd (A subsidiary of Grasim Industries Ltd, Aditya Birla Group). It has a

strong nationwide presence in fabrics and is well known for its branded suiting,

shirting and readymade garments.

The brand has grown at 10-15% consistently over the last 3 years. It commands

a market share of 22% in PV branded Menswear fabric market.


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Grasim Suiting has always been on the forefront in terms

of providing quality innovative fabrics which are

technically superior and designed around consumer

preferences.

Past innovative products setting the trend in the industry:

Freedom (The softest fabric currently available)

Ice Touch (fabric which keeps body temperature 5

degrees cooler)

Uncrushables (First wrinkle free PV fabric)

Venetia (Designs inspired from Italy)

Caramel (soft, smooth and light weight fabric)

are timeless favorites of consumer.

Amongst the recent launches are

Xcite (an all season fabric with Air-flow

technology)

Jazzspree (fabric with feel of cotton and drape of

wool)

Aquafresh (fabric with water coolant technology)

Petunia (Design collection for all occasions)

GRAVIERA SUITINGS:
http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=f05eb7da96e44741ac84391bfa1645cfhttp://www.grasimbhiwanitextiles.com/product-details.aspx?uid=7278b4f9e37a48b4a30cdddedc977c22http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=7def972577d24204a4ad2bf3ba3c90cfhttp://www.grasimbhiwanitextiles.com/product-details.aspx?uid=881938a039604b4da9eed25f791d2ba7http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=2642c5af38a64b1fbf76a0e3b6f7c6e9http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=f482d6a59c9e49ab915fea11badf2f91http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=c78e9ca9f693440c95069e45b75360e5http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=1facf34011654d649a0dfc31b8caca2ehttp://www.grasimbhiwanitextiles.com/product-details.aspx?uid=7278b4f9e37a48b4a30cdddedc977c22http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=7def972577d24204a4ad2bf3ba3c90cfhttp://www.grasimbhiwanitextiles.com/product-details.aspx?uid=881938a039604b4da9eed25f791d2ba7http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=2642c5af38a64b1fbf76a0e3b6f7c6e9http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=f482d6a59c9e49ab915fea11badf2f91http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=c78e9ca9f693440c95069e45b75360e5http://www.grasimbhiwanitextiles.com/product-details.aspx?uid=1facf34011654d649a0dfc31b8caca2ehttp://www.grasimbhiwanitextiles.com/product-details.aspx?uid=f05eb7da96e44741ac84391bfa1645cf


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COLLECTIONS:


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CUSTOMERS:

UNITED COLOR OF BENETTON

GLOBUS


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BLACKBERRYS

DOCKERS

WESTSIDE

VANHEUSEN


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PETER ENGLAND

LOUIS PHILIPE

ARROW

JOHN PLAYER

WILLS LIFESTYLE


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GLOBAL CUSTOMERS:

MARKS AND SPENCER

LEVIES

DEBENHAMS

HAGGAR


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NEXT

MATALAN

AND MANY MORE..

CORPRATE CUSTOMERS:

INSTITUTIONAL / CORPORATE WEARWe value your uniform requirements and with our in houseR&D and QA facilities, we are able to supply the requiredquality at the right time. To name a few, our list of clientsincludes:

Indian Army

Indian Air Force

Police

MRF

TVS Group

ESSAR Group

ITC

NHPC

NHDC


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Cooperative Sugar Mills

Cement plants

On the one hand our Dope Dyed/Fibre Dyed fabrics ensureexcellent consistency in colours coupled with higher shadefastness w.r.t. washing, rubbing, sun light etc, leaving almostno room for lot to lot shade variations, on the other handPolyster/Viscose blend offers skin friendly wear ability for10-12 hours without getting the uniform crushed. Hence our

products makThe quality standards that we have benchmarkedourselves against, are the best not only in the country butacross the globe. It is not only our customer service andtimely delivery but also taking care of your developmentneeds.

CORPORATE GIFTING

Suit lengths

Safari Lengths

Shirt Piece + Trouser Piece Combo Pack

Trouser Lengths

Readymade Shirts

Readymade Jackets

Readymade Suits

In attractive gift packs.


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MANUFACTURING FACILITY:

OPERATIONAL CAPABLITY : SPINNING

Capacity : 18 Metric Ton / Day

Dyed Yarn Spinning : 35,000 Spindles (polyester viscose)

Counts : 2/24s Ne, 2/30s Ne, 2/40s Ne, 2/45s Ne, 2/50s Ne,

2/60s Ne

70% of Polyester used is Fibre Dyed & balance is Dope Dyed

95% of Viscose used is Dope Dyed & balance is 5% 100% Modal used is Fibre Dyed


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OPERATIONAL CAPABLITY : WEAVING

138 Looms

Sultex G6500 : 40

Toyoda Airjet : 40

Sulzer Projectile : 10

Dornier Rapier : 48


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OPERATIONAL CAPABLITY: PROCESSING

Capacity : 50,000 meter per day (18 Mn Meters per year)

Latest Technology

Singeing Machine : Osthoff, Germany

Microprocessor Controlled Stenter : Harish, India

Microprocessor Controlled Continuous Relax Scouring :

Harish, India

Kier Decatising : Biella, Italy

Continuous Decatising : Sperotto Rimar, Italy

Stabila : Sperotto Rimar, Italy

Super finish : M - TEC, Germany

Zero Zero & Calendaring machines


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DESIGN AND DEVELOPMENT:

Team : 10 designers Capacity & Lead Time

Desk Loom : 40/day 3 days

New Designs : 30/day

Sampling: 10/day

Yardages (up to 30 Meters) : 7/day 7 days

New Yarn Shade Development : 3/day 7 days

Ready yarn shade library 1000 shades

QUALITY TEST LAB:Capability to test FIBRE, YARN & FABRIC as per

AATCC (AMERICAN ASSOCIATION OF TEXTILE CHEMISTS & COLORISTS

BS (BRITISH STANDARDS)

ISO (INTERNATIONAL STANDARD ORGANISATION)


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Textile industries in I ndia

Textile business is one among the largest foreign exchange earners in India and this sectorhas been significantly benefitted from the termination of Multi-Fiber Arrangement in the year2005. Out of the total exports in India, 17% is contributed by the textile industry in India andthis industry account for 14% of its industrial production.

More than 35 million people are employed in this sector. When it comes to Indias exports,carpets and readymade garments offer larger contributions. The names of top players in the

Indian Textile Industry are given below:

Top companies in Textile industry in India:

Bombay Dyeing

Fabindia

Grasim Industries

JCT Limited

Lakshmi Mills

Mysore Silk Factory

Arvind Mills Raymonds

Reliance Textiles

Some details regarding these top players in the textile industry in India is given below:

Bombay Dyeing:

Bombay Dyeing came into existence in the year 1879 as a small company dealing with Indianspun cotton yarn dip-dyed by hand and now the company has grown into one among the toptextile companies in India. They are one of the trusted and respected brand name in the textileindustry and some of the products manufactured by them are:

Sports wear

Kids wear


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Womens wear

Mens wear

Home furnishing like sofa covers and screen clothes

Bath towels

Bed spreads and sheets

Fabindia:

Fabindia is operating from its headquarters in Delhi and they are popular for their traditionaltechniques and hand-based processes. They are acting as a link between craft-based rural

producers and modern urban markets, which in turn creates a wide range of rural employmentthereby preserving the tradition of India. Their textile products are affordable, contemporary,craft-based and natural.

Grasim Industries:

Grasim Industries is a subsidiary of the popular Aditya Birla Group and they are one among

the largest private sector companies in India. The company began its journey as a textilecompany in the year 1948 and now they are dealing with different products like cement andchemicals in addition to textiles.

JCT Limited:

JCT Limited is one among the leading manufacturers of filament yarn and textiles in Indiaand they are the subsidiary of Thapar Group. Some of their best features like high standard of

performance, work ethic and values has made this company to reach this height.

Lakshmi Mills:

Lakshmi Mills came into existence in the year 1910 and this company has contributed to thedevelopment of Textile Industry in Tamil Nadu in general and to the district of Coimbatore in

Tamil Nadu. Right from their inception they are working towards their prime objectives ofcustomer satisfaction and quality production and because of this they have reached thisheight. The company is looked with great respect since it not only developed itself, but hasalso let ways for other companies to develop in this sector.

Mysore Silk Factory:

Mysore Silk Factory is located in the city of Mysore in Karnataka and they are dealing withthe production of quality silk textiles for end-user consumption. Different high end machinesare being used by them for the production of quality silk clothes. The company began its

journey in the year 1930 with just 10 looms and now they have 159 looms, pirn machines,warping machines and several other preparatory machines as well.

Arvind Mills:Arvind Mills is acting as trendsetting company in different styles of textiles and they are nowacting as synonymous of a wide range of life-style products. The company has carved out ofan aggressive strategy to develop their current strategy by setting up world scale garmentingoffering and facilities.

Raymonds:

Raymonds group came into existence in the year 1925 and within a short period of theirestablishment they have emerged as a global name in the textile industry. A number of groupcompanies are operating under Raymonds and some of their popular brands are:

ColorPlus


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Park Avenue

Manzoni

Raymond Premium Apparel

Reliance Textiles:

As we all know, Reliance is a big name in a number of industries in India and they have madetheir mark in the textile industry as well. Their flagship Vimal, which was re-launched in theyear 2007-08 is one among the trusted brand name in the textile industry. They are acting asone among the top modern textile complexes in the whole of Asia and they are trying out new

product initiative, which includes the following products:

Production of Mosquito repellent nets according to the standard laid by World HealthOrganization

Auto-textiles & home furnishings

Water-repellent and fire-retardant tent fabrics to help out police and defense service

These top players in the textile industry, contribute a great to the development of thecountrys economy by offering to the export industry of the country and by offering widerange of employment opportunities.

Grasim Suitings : For The Self Made

Brand : GrasimCompany : Aditya Birla Group

Agency : O& M

Brand count : 267

Grasim is a major brand in the Rs 2500 crore Ready to Stitch market. The brand which hadits existence since 1957 .Grasim is a major player in the Rs 2500 crore Ready to Stitc

h textile segment. The brand lags behind the market leader Raymond's

which holds a market share of about 25- 30 %.Grasim comes from a company that is one of India's largest manufacturers of cement andVSF.

Grasim is now on its path of repositioning. The brand was earlier positioned as a ModernFashion Brand. The positioning was reinforced by a series of new fibre launches . Thecollections like Aqua Soft, Ice Touch etc kept the brand in the limelight. The brand used thetagline " Power of Fashion" to convey the positioning.

Now the brand has changed its positioning. Grasim has roped in the Bollywood Super heroAkshay Kumar as the brand ambassador. The tagline has been changed to " For the SelfMade". The TVC featuring the actor is now on air.

The repositioning is very significant for the brand because of the nature of competition that itfaces. The competition is not only from the textile brands but also from the Readymades.
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Every day we have new brands cropping up. In the brand competition ,brands like Mayur , Reid and Taylor, Raymond's have stepped up their campaigns. Grasimwanted itself to be relevant and hence this attempt.The brand now has changed its personality from a Fashionable brand to an Ambitious Brand.According to a report in Agencyfaqs, the brand has broadened its TG to include the rural and

small town markets where the Ready To Stitch wears are still popular. The new TG is 35 +male from smaller towns who are informed, fashion conscious and ambitious.In that way the choice of the brand ambassador is apt. Akshay is known for his humble

beginnings and his struggle in life as a cook, a martial arts trainer and then to stardom. Hencethe brand ambassador and the new positioning has many things to share. The new TVC alsotries to relate the life of the actor and the brand. Impressive thought.

The brand has now adopted the mainstay marketing philosophy of most of the readymadebrands now existing in the market. Get a star to endorse it. In that way Grasim has forceditself to move to the popular road ( easy one ) . The brand is expected to spend around 7- 8crore on this exercise. Remember that Grasim has become popular on the strength of the

innovations in fabric rather than emphasis on promotions.Grasim was perceived to be an upmarket elite brand. The brand was also sold at a premium.Infact this is a brand that has used EVENTS to promote itself as an upmarket fashionable

brand. Grasim was the brand that came out with the first Mr India contest which is running inits 12th Year. When it was launched, the contest evoked lot of PR and media attention whichinturn benefited the brand.

But the managers at Grasim wanted the brand to look at the masses. From the elite premium

club, the brand wanted itself to be more affordable. The logic behindthe current repositioning is to make the brand a Masstige brand. Hence the brand chose to goin for a undifferentiated celebrity approach. By doing so, Grasim is putting its entire brand

equity at stake and that too on a celebrity. Grasim could have done so with out a celebrity.Now look at the plight of Mayur suitings which took Salman as its brand ambassador. NowSalman is in Jail and can the brand bank upon Salman?
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I am not jumping into conclusion that the new positioning of Grasim is not good. I feel that itlacks the depth and is too much depending on the endorsers rather than the brand itself. Afterthe contract with Akshay ends, what will the brand do next ? Can it survive with a model?

NO !It will have to find another celebrity who was self made . The brand has put itself into a

vicious circle and it may have to depend on one celebrity or another. Personally I feel that abrand should stand for itself not on any real person ( celebrity) .I think that the brand had made an error in believing that the guys in semi urban and ruralmarkets are only influenced by celebrities . I am sure that they are pretty confused by the

plethora of celebrity endorsements and may be looking for a change. Those fashion consciouscustomers of Grasim will be wondering what happened to this fashionable brand suddenlychanging its personality.

Akshay is definitely a right celebrity to endorse the brand with the new positioning. Butwhether the celebrity endorsement strategy is right for the brand, only time will tell.

source : agencyfaqs

Grasim Suitings ropes in Akshay Kumar as its brand

ambassador

Friday - May 18, 2007

Televisionpoint.com Correspondent

Grasim Suitings, the textile division of Grasim Industries, has roped in Bollywood

actor Akshay Kumar as its brand ambassador. He will be endorsing the mother

brand Grasim Suitings as well as all sub-brands, and will also play a key role in

brand and product communication and promotion.

S Krishnamoorthy, Textiles Division President and Unit Head, Grasim Industries

Ltd, said, "Today, Grasim stands for superb quality, innovation and style. The

suave and charismatic Akshay epitomises Grasim's brand ideology of the power

of fashion. Akshay is known for his great sense of style and his widespread

popularity. There is a perfect synergy between the brand and the actor, and we

believe that the relationship will go a long way in defining Grasim as a perfect

fabric for all occasions."

Elaborating on Akshay's role for Grasim Suitings, Krishnamoorthy added that the

actor will play a significant part in the company's larger strategic move to make

the brand develop a more mass and universal appeal.

"Having conquered the metros, we are now moving in to smaller towns and cities

where consumers find a strong link between fashion, style and its icons," he

added.


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"We have plans to promote Akshay's association with Grasim through TV, print

and outdoor campaigns. The print campaigns will break within a week in dailies

and magazines. The TVC will go air within 15 days, while the outdoor hoardings

will be first put up in major metros, followed by smaller cities and towns. We will

also be featuring Akshay in several customised marketing programmes for

Grasim at the retail and consumer levels. He will also be the retail face of the

brand and will be engaged in the Grasim Suiting channel partner programmes.

Going forward, we will also launch an exclusive Akshay signature collection for

his fans across the country," elaborated Krishnamoorthy.

Akshay says, "Grasim appeals to me as a brand that stands for unmatched

quality, and it's a great privilege for me to get associated with this brand. I look

forward to working with one of the most trusted brand names in the country and

contributing towards making Grasim Suitings the leader in this segment."

About brand endorsements, Akshay opined, "I am very particular in choosing the

brand I endorse. For me, a brand has to match my personality and inherent

traits. I should be comfortable and proud of the brand that I will endorse, just like

the way Grasim appeals to me as a brand that stands for unmatched quality."

media >features
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:

:the company

:

:Just the right match

:

:products

:

:management

:

:businesses

:: milestones

Grasim Industries'retail division is in topgear. The Aditya BirlaGroup textiles major,Grasim, plans to open

at least 30 newexclusive brand storesacross the country thisyear.

Grasims retail forayhas been lined upalong with itscommitment to bringinternational styles anddesigns at veryaffordable prices tocustomers. The Grasim brand already enjoys huge acceptance andpopularity across the country due to its innovative and customer-oriented

offerings. To bolster its brand presence, the company has recently roped inHindi film actor Akshay Kumar as its brand ambassador.

We will adopt the franchisee model for the exclusive brand outlets and

branding and marketing support will be extended by Grasim, assured S.

Krishnamoorthy, President and unit head of Grasim Industries, while

speaking on the companys expansion plans.

Grasims

impressive

product range

includes sub-

brands

providing a

variety of

choice such

as Freedom

(the softest

fabric

currently

available), Ice

Touch (a fabric which keep body temperature at 5 degrees cooler), Venetia

(the latest line of Italian stripes and checks), Medova (international fabric

launched for the first time with Modal), Caramel (soft, smooth and light

weight fabric) and many other exclusive showroom collections. Each ofthese sub-brands have been successfully promoted through aggressive

road shows, dealer meets, consumer offers and product trials. The

showrooms will also offer a range of shirting and ready-mades to

complement the entire line of menswear.

With three showrooms already open at Davangere, Jodhpur andChandigarh, Grasim is all set to expand its footprint in the domestic textilemarketin style.
http://www.grasim.com/about_us/index.htmhttp://www.grasim.com/media/features/right_match.htmhttp://www.grasim.com/products/index.htmhttp://www.grasim.com/about_us/management.htmhttp://www.grasim.com/about_us/overview_business.htmhttp://www.grasim.com/about_us/milestones.htmhttp://www.grasim.com/about_us/index.htmhttp://www.grasim.com/media/features/right_match.htmhttp://www.grasim.com/products/index.htmhttp://www.grasim.com/about_us/management.htmhttp://www.grasim.com/about_us/overview_business.htmhttp://www.grasim.com/about_us/milestones.htm


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Grasims retail identity:

Grasim Retail Identity

The retail identity of GRASIM EXCLUSIVE SHOWROOM aims to establish a formalmenswear wardrobe destination for a 30+ urban customer of Tier-2/3/4 town, who is -

A careful spender

One who likes to wear good and look good

Strong on middle-class value system

High on self-worth and self-esteem

Keen to rise the ladder of income and social-status, through hard work andperseverance

A SELF MADE MAN

grasim suiting by dheeraj sharma

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