With non-metro markets in sight, Bombay Dyeing repacks its legacy

After decades, the one-time textile major is rebuilding its brand in a segment that it earned its spurs in. With a strategy to push through its retail footprint in small towns and online channels and with millennial buyers as its target group, the Wadia group company is stitching together a new story for its flagship textile brand. However while Bombay Dyeing has the advantage of a near 140-year-old legacy, breaking into the new marketplace with a radically different set of competitors and consumers is a challenge say experts. Customisation and aggressively building an online retail foot.....

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