Press release from Business Wire India
Source: ACPL
Tuesday, June 01, 2010 10:58 AM IST (05:28 AM GMT)
Editors: General: Consumer interest, Lifestyle; Business: Advertising, PR & marketing, Business services, Household & personal care products & services
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ACPL the Pioneer in Luxury Home Utility Products Launches their New Home Décor Brand "U"
An Indian Soul with Modern Sensibilities
New Delhi, Delhi, India, Tuesday, June 01, 2010 -- (Business Wire India) -- JSL's subsidiary ACPL is the pioneers of luxury home utility products -After arttd'inox, ACPL now brings a Super Premium Brand 'U' for elite and well travelled consumers. India has a rich and varied heritage, where each region of India has its own unique native crafts and traditional designs. This Novel brand would assimilate the expertise and creative valor of World's leading designers in collaboration of Indian Craftsmen in creating beautiful luxury home decor products.
The super premium brand 'U' will have wide range of home decor products. The brand is conceptualized as a reflection of 'U' the Indian consumer's - who is looking for design which is about them, their lifestyles and their lives. The brand would cater to both Urban Young Generation as well as the seasoned customers.
'U' as a luxury brand is designed to depict a relationship between the traditional Indian roots and the contemporary living. It will not be material specific brand, instead it will be the perfect blend of modern materials like steel, wood, glass with the art material and techniques like terracotta, paper maiche, bamboo etc which takes shape as per the free thoughts of the designer to suit the consumers personal home spaces.
The company is investing a huge amount to establish this Super premium brand in market which would not only bring back our heritage and culture but also cater to the customized requirement of the consumer. The products offered by the brand would not be mere pieces, but would reflect the personality and lifestyle of an owner. The products would have premium pricing, as each product would depict creativity, exclusivity, craftsmanship, innovation and each product will have its own story to tell. This would infuse a feeling of pride to own such a product in the luxury consumers.
"'U' products are being designed by the team of national and international designers to create Indian Renaissance for our niche customers", said Mrs. Deepika Jindal. 'U' will be the brand that will have an Indian soul with modern sensibilities. The products offered come from a thought process of 'desirable designs for living'. 'U' products will be displayed in retail outlet of Delhi in the month of October 2010.
For arttd'inox- the 1st brand from the house of ACPL, a change in business strategy is planned. "We are changing the business model for our existing brand arttd'inox from that of a direct retailer model to single point distribution model. This is done primarily to get more penetration and better market reach", She Added
For the same; ACPL have tied up with -Vishal Video & Appliances Pvt. Ltd.; a renowned distributer of the premium brands throughout India.
Mr. Manoj Aggarwal- Managing Director, Vishal Video & Appliances Pvt. Ltd; said, "We are very satisfied with the innovative designs and the quality of products created by the company under this banner. We have faith in the capability of the company in terms of production in quantity. We are planning to market the product in 26 cities, pan India, which would be retailed by 400 retailers to give a platform to the product among the right audience. We are also looking forward to have store in store options for the products as it is an exclusive stainless steel lifestyle products, which are synonymous with quality and functionality. So it gets more visibility and a better market when placed with premium lifestyle products throughout the country".
arttd'inox, meaning 'the art of stainless steel', was started in the year 2003. arttd'inox was launched with the objective of bringing about excellent designs & forms in stainless steel table ware & home décor products in India. The product has a capability and a charm which would attract buyers from all over India. With this view, the company has decided to change the business module from the company owned outlets to single point distribution module. With this step; the company plans to penetrate, apart from the Tier 1 cities, in to Tier 2 and Tier 3 cities. As these cities are growing at fast pace and a substantial advancement in the economic; socio-political and technological is being witnessed; it makes all the more sense to tap these cash rich markets which has the aspiring set of consumers for a designer product like arttd'inox.
The arttd'inox product range is a celebration of both form and function. It is here the strength of steel merges with the delicacy of fine ceramic, glassware, wood and leather, creating artifacts of eye catching simplicity and élan; objects of beauty and of practicality; of admiration and desire is stated with forever beautiful, forever unblemished.
The steady journey of evolving from a steel home utility brand Arttd'inox to "U" , a brand that will showcase international designers' efforts to revive Indian craft with a modern touch is very close to the heart of its founder Mrs Deepika Jindal, who has led Austenitic Creations from its very start.
In the first phase, it only aims at spreading its value to customers, both niche and seasoned.
Retail expansion across the east, west and south besides covering the metros features in the plans of the company, said CEO, Austenitic Creations PVT LTD, Anuj Jain, in a presentation meant to enlighten the journalists.
The company will now function with two brand divisions working hand in hand, Arttd'inox and "U". While Arttd'inox will continue as a steel accessories manufacturer, "U" will encourage Indian stuff like terracotta, bamboo and paper mesh.
Another change in business strategy is planned. "We are changing the business model of our existing brand arttd'inox from that of a direct retailer model to single point distribution model. This is done primarily to get more penetration and better market reach", said Mrs Jindal.
As per Mr. Anuj jain, "We are investing approx. 30 crores to change the existing model, but we are very positive about our decision. As per the strategy which is already planned to market Artd'Inox, pan India we are very hopeful to earn profits from the first year. In next 12 months we are expecting to witness a profit of 2 folds and in coming 2 years the turn over should reach 150 crores."
Mrs Jindal has full faith in the newly launched Super premium brand -'U'.. which will woo international customers as well as promote indigenous art in the nation. She explained her observation of designers aping the west and thought her endeavor was something original. " We are looking to create a new, unique market," said Anuj Jain, COO, ACPL.
CONTACT DETAILS
Ritu Chopra, Sky Public Relations, +91 9811548209, skypublicrelations@gmail.com
KEYWORDS
CONSUMER, LIFESTYLE, MARKETING, BUSINESS SERVICES, HOUSEHOLD
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