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Will Donear succeed after a late comeback? Will others let it...?!
The
Indian textile industry is loaded with instances of companies that succeeded in creating a splashes on the global platform... but sadly, missed out on domestic soil! Thankfully, the stage also includes those, whose performance has won a thousand cheers on the domestic circuit too – Mumbai-based Donear Industries Ltd being one such name. It’s a company which despite having been around for more than three decades now (with global revenues never having been a far cry for it), has understood well the need for a strong brand presence on the home soil too, with it latest signing-up of Yuvraj Singh as its brand ambassador being proof. And right it is, for with the domestic pert-a-porter market growing at a terrific 20% (as per CII), Donear is gearing up to hog a bigger share of the domestic pie as Ajay Agarwal, Executive Director, Donear reveals in an exclusive interview with 4Ps B&M.How are you planning to promote Donear?
We have roped in Yuvraj Singh who will promote not the ‘winning ability’ of the brand. We want to establish the brand as an aspiration brand and this will be promoted through our ads which will carry a youthful & energetic appeal!
Don’t you think your timing of focus on the domestic market has been a tad-too-late?
Well, to be honest, just because we were more concerned with our global business doesn’t mean that we paid zero attention to the Indian market. We have a strong presence in the country through 12,000 multi-branded outlets. And yes, despite the fact that we didn’t take-up promotional activities too seriously for the Indian market, we have changed gears. And today, besides promotions, we also have 270 distributors to add to our exclusive outlets across the country.
Don’t you think your timing of focus on the domestic market has been a tad-too-late?
Well, to be honest, just because we were more concerned with our global business doesn’t mean that we paid zero attention to the Indian market. We have a strong presence in the country through 12,000 multi-branded outlets. And yes, despite the fact that we didn’t take-up promotional activities too seriously for the Indian market, we have changed gears. And today, besides promotions, we also have 270 distributors to add to our exclusive outlets across the country.
And what about competition on the Indian soil?
In the suiting and shirting segment, we have been the pioneer in introducing many innovative products in the country, which was later adopted by our competitors. Even today, we have the strongest distribution network that any other textile player. So competition gives us no headache!
But is ‘strong distribution network’ adequate in the business of fashion and textiles?
Agreed that a proper ‘brand positioning’ does help a great deal. That when it comes to the metros. What about tier I & II cities? Simply, there the trick lies in pricing & distribution! So there you are – proper distribution & pricing carries great weight too!
Do we expect your focus on domestic focus to be greater than your global acts hereon?
No! We will not compromise on our global business. A certain portion of our product portfolio will be for export. At the same time, we will grow in the domestic market. We have strategies in place for both markets.
What next for Donear?
We have big investment and expansion plans; like the Rs.275 crore set aside for a factory in Surat (which will be operational in November 2007) and we also plan to open exclusive ‘Donear’ outlets in all the metros. All-in-all, I think soon we’ll all see a totally new and ‘strong’ brand Donear!
Edit bureau: R Prasad
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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