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.....

Key stories on business-standard.com are available to premium subscribers only.

Already a premium subscriber?

Subscribe to get an across device (Website, Mobile Web, Iphone, Ipad, and Android Phone applications) access to Premium content, Breaking News alerts, Industry Newsletters, Stock and Corporate news alerts, access to Archives and a lot more.

Outbrain