Cutting a clear niche
Bulchee as a brand is synonymous with premium leather products. In a chat with VM&RD, Ramesh Bulchandani, Chairman - KMB Group and Nitin Bulchandani, Executive Business Development, talk about their marketing strategies and about how the brand competes in a segment that is increasingly getting crowded.
As told to Susmita Das
Bulchee, owned and operated by the Lifestyle division of the KMB Group, one of India’s premier leather retailers, started its journey as a watchstrap brand around fifteen to twenty years back in the country. The evolution of the brand was in sync with the growing opportunities for modern retail that began around early 2000. Currently, Bulchee houses premium accessories for both men and women including belts, wallets and handbags along with ties and other small accessories. Today the brand has managed to retain its niche, despite the growing competition and represents a heritage of international quality merchandising in the Indian market. So, let’s hear it from the duo as to what keeps the brand ticking.
How challenging it is to carve out a niche especially in such a competitive market?
India is still not as competitive as rest of the world. It still has a long way to go; we are at the early days in retail and in order to carry out a niche involves doing your job with loyalty and dedication.
So given the above how would you define your USP and value additions?
I would say it’s a world class product at a reasonable price.
What is your marketing strategy and how encouraging is the market growth for a brand like yours in India?
Well, I think with the increasing size of the youth segment, the disposable income of the youth today is also building up. The first job of today’s generation earns much more than the last job of the previous generation. So, there is a growing need for world class products. Of course, all can’t afford international brands and in such a scenario our brand Bulchee sort of falls well in the line.
What does it take to capture and then retain your consumer? Could you tell us about some of your in-store initiatives such as displays, promos etc?
We don’t capture, we rather present ourselves
Ramesh Bulchandani Chairman KMB Group
Nitin Bulchandani Executive Business Development