Duck­back on an ex­pan­sion spree


Duck­back, the 90 years old brand syn­ony­mous with in­tro­duc­ing rain-wear, rub­berised foot wear, hot wa­ter bot­tle, etc., made out of nat­u­ral rub­ber in In­dia mar­kets, is on a ma­jor re­tail ex­pan­sion drive, hav­ing launched new mer­chan­dise and ex­clu­sive re­tail show­rooms pan In­dia.

The brand launched a new range of mer­chan­dised school bags called “The Go­gol Col­lec­tion” that cap­ture the look of a character called “Go­gol” cre­ated by fa­mous Ben­gali writer Sa­maresh Basu and much talked about film “Go­goler Kirti” by Ishani Films. The con­cept be­hind the col­lec­tion is to make avail­able this par­tic­u­lar character through mer­chan­dised

prod­ucts to its tar­get group. Ab­hi­jit Deb Purkyastha, Deputy Gen­eral Man­ager - Sales & Mar­ket­ing, Bi­har Rub­ber Company Limited (which is run­ning the brand cur­rently), shares, “Go­gol, though liked by all age groups, did not get ex­po­sure other than mak­ing pres­ence felt through films from time to time. Keep­ing th­ese facts into con­sid­er­a­tion, Duck­back in­tro­duced Go­gol in a dif­fer­ent medium to at­tract the school kids mainly with wa­ter proof school bags and pen­cil boxes with the character name printed on it. We are es­pe­cially fo­cussing at at­tract­ing kids from Class I-VI from Ben­gal who read such epic ad­ven­ture. The prod­uct price ini­ti­ates from Rs.500 and we have four colour vari­a­tions as well. This col­lec­tion will be avail­able at all Duck­back stores across West Ben­gal. We have a steady cus­tomer bank through­out the year who buys our mer­chan­dise.” Duck­back is ex­pand­ing rapidly their re­tail foot­prints and mer­chan­dise gallery. Purkyastha adds, “Presently we have 34 ex­clu­sive show­rooms in the coun­try. The brand be­ing head­quar­tered in Kolkata we have 12 show­rooms in the state and as a whole we have around 26 EBOs in the east zone as we are greatly cater­ing this mar­ket. Apart from this, we are present in Chen­nai, Bar­oda, Mumbai and Ban­ga­lore through MBOs. We have a huge range of prod­ucts, so we are adding show­rooms. By next year March out to­tal count will go up to 50 EBOs pan In­dia.”

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