It’s one Indian retail brand that I admire for its focus and brand communication effort. It has so far successfully stuck to extending its product line from watches to other product lines that resonate with its core TG, the college going youth who aspires for a brand that screams out hip, international, and is in sync with the fast and active urban lifestyle of today.
The idea of getting into eye wear and the timing of it was brilliant and the communication was right on target because there wasn’t any national or international brand of repute that offered affordable yet stylish eyewear targeting the middle class college going youth, who was keen on exhibiting a young, stylish, and international side of him. Most eyewear brands and watch brands that focussed on the TG were international brands such as Swatch and Ray Ban which were out of reach of the pocket money dependent middle class teenager.
I just hope they continue with their focus without over extending their product lines or over stretching their communication theme or over doing their discount sales.
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