According to Rajanna, while on the one hand the company has changed brand logo with ‘new vibrant look’, the company is going aggressive on the digital front to interact and engage with young customers.
“Bombay Dyeing is a relatively traditional brand and over the past two decades, our communication wasn’t sharp. We are reinventing ourselves. We have not only introduced the brand with a new vibrant look, we are investing around Rs 100 crore in scaling up the brand, even as we look to launch our e-commerce portal that will go live by March 2017. We hope online sales to contribute 8-10 per cent to our total revenue by 2020,” said Rajanna.
Part of the Rs 1,845.7-crore Bombay Dyeing and Manufacturing Company (BDMCL), Bombay Dyeing Retail, has a 30 per cent share in the organised bed, bath and coordinates market, which is valued at around Rs 1,000 crore.
The company has over the past several months moved away from manufacturing to a more retail service-oriented company, with 90 per cent of its requirement now being outsourced to manufacturing partners. Currently, Bombay Dyeing Retail contributes 17 per cent to BDMCL; by 2020, the company expects the same to grow to 30 per cent.
The company is banking on the current expansion plan being undertaken, which by 2020 will see BDR’s traditional textile multi-branded outlets grow from 5,000 to 10,000 and franchised stores from 200 to 500.