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Profile of the brand “INDIAN TERRAIN”

INDIAN TERRAIN was launched in 2000 by Rs. 100 crore Celebrity Fashion Ltd. Has already clocked Rs. 35 crore within 4 years of launch Brand has a growth of 15 % every year It is reported as one of the fastest growing brand in the category. product strength is its quality and styling Brand ambassdor is Kunal Kapoor.

COMPETITION

• Brand is competing for space in the Rs 800 crore premium men’s apparel market in India .• Main competitors are Van HeusenLious Phillippe ArrowColor Plus

TARGET MARKET

• Target market is men aged 25-40 • One who has an individualistic persona• one who is a global Indian

PRODUCT POSITIONING

• INDIAN TERRAIN was initially positioned as wear to work brand•INDIAN TERRAIN is positioned as a brand for the global Indian• Product is positioned as a stylish brand with focus on design and having an eye on fashion.• Current positioning is tying the brand to being true to oneself.

OTHER FINANCIAL STRENGTH

• Anil Ambani has bought some stake in Celebrity Fashion which shows that the brand has serious backing to fund its growth• Bennet Colemann & Co ( Times of India Group) has also a 12 % stake in the company.

• Brand has been following a policy of opening exclusive showrooms as well as retailing through multi-brands outlets• Celebrity has tied up with the retailing chain , Shopper’s stop , for stocking its products.• Brand has plans to open 85 exclusive stores by 2010. •Brand is available in 46 towns at 260 retail stores.

3 DIFFERENT OFFERINGS FOR DIFFERENT SEGMENTS

• INDIAN TERRAIN premium apparel• The Terrain Traveller• Terrain sport - celebrity

INDIAN TERRAIN – SHIRT RANGE

1. Full sleeves shirt- Benny Ls . Price – 769

2. Half sleeves shirt check 11Ss. Price 699

3. Half sleeves shirt check 10 Ss. Price 699

4. Half sleeves shirt Coleman Ss. Price 769

5. Half sleeves shirt Coleman Ss. Price 769

6. Half sleeves shirt check 10 Ss. Price 699

INDIAN TERRAIN – TROUSERS RANGE

1. Pleated trouser ANDERSON – Rs. 1199

2. Flat front trouser CLARK – Rs.1195

3. Trousers – Wendell- Rs. 1399

4. Pleated trouser ANDERSON – Rs. 1199

5. Trousers BAXTER grey- Rs. 1299

6. Trousers Baxter khaki- Rs.1299

7. Trousers Clark- Rs.1195

8. Trousers Pollock Dark Grey- Rs.1399

9. Flat front trouser HENYO- Rs.1499

10. Flat front trouser CASTELLO- Rs.1499

11. Trousers CANNOVA Black – Rs. 1399

12. Trousers CANNOVA Brown- Rs.1399

13. Trousers CANNOVA Khaki- Rs.1399

14. Trousers Pollock Coffee-Rs.1399

INDIAN TERRAIN – ACCESSORIES1. Belt- Congo – RS. 799

2. Travel duffle- Monaco – RS.3999

3. Belt Nile – Rs. 799

4. Gym bag Stallone – Rs.3999

5. Belt Congo- Rs. 799

6. Tote Bag Canas- Rs. 1799

7. Satchel- Hewitt- Rs.1999

 

8. Office messenger bag- Marcos- Rs. 2399

9. Travel duffle- Monaco – Rs. 3999

10. Postman messenger – Simmon – Rs.2799

11. Belt Amazon- Rs.799

12. Belt Delta- Rs. 799

13. Belt Delta- Rs. 799

14. Belt Gamma- Rs. 799

15. Belt Nile- Rs. 799

16. Belt Volcano- Rs. 799

INDIAN TERRAIN- SPORTS WEAR

1. Jacket- Peter- Rs.3299

2. Jacket-Dyer- Rs.2799

3. Jacket-Bradman- Rs.3299

4. Jacket-Bronx- Rs. 3299

5. Shirts- Solid Combo- Rs.2099

6. Jacket-Bradman- Rs.3299

7. Jacket-Bradman- Rs.3299

8. Jacket-Bradman- Rs.3299

9. Jacket-Brosnan- Rs.3999

10. Jacket-Brosnan- Rs.3999