Cut­ting a clear niche

VM&RD - - BEHIND THE SCENE - BRAND TALK -

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

KMB Group

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