Reliance Industries Limited has after so many years have thought of bringing back to life the legendary saree collection of Vimal Sarees. Reliance had ensured 20 years ago that the brand Vimal becomes the brand of the nation. But somewhere in between, the zest for sarees seemed to have reduces for the company and hence, Vimal sarees slowly diminished. But now, after 20 years, Reliance has again thought of reviving this legendary make to enthrall the Indian audience.
Reliance has been strengthening the brand Vimal since a long time now. Nearly two years to be precise. This branding has ensured that the branding of Vimal is yet again etched into the minds of the consumer. But, through these promotions, Vimal has been places as a menswear brand. With most of the ads targeting corporate and thus establishing a niche image for the brand. The Indian feel to the brand has also helped in it gaining success as a Luxury Item.
In near future, the textile major is gearing up to entice the women of India to again wear Vimal sarees. The past taglines for the brand had created waves throughout India.
“A woman expresses herself in many languages. And one of them is Vimal.”
This was what the tagline said back in the 1970’s. But now, the times have changed and it would be quite interesting to see what kind of branding does Reliance go with. It is important to keep the traditional feel of the garment alive along with connecting with a younger and much aware audience, many of whom have now switched to western wear.
The synthetic sarees that Vimal had launched way back in the 70’s and 80’s may not be the same ones that hit the market soon. Their new avatar will be under covers till the official launch. But there is no doubt in reinstating the fact that reliance will definitely play the volume game here and hence smaller towns and cities where sarees are still popular are the clear targets of the brand. This is the reason why the brad is currently being test marketed in Andhra Pradesh and Other eastern regions of India where wearing sarees is popular.
The mass synthetic saris under the Vimal brand in the 1970s and 1980s may not exactly come back in their same avatar, but Reliance will clearly play the volume game and look for scale in this category by entering smaller towns where saris are still popular.
Mr Anand Parekh, (President-Textiles) of RIL, told media that “There is a large market for branded saris in this category. After all, there is no national brand and the segment is estimated in excess of Rs 15,000 crore.”
Women who are looking forward to the western section for the brand may have to wait for a while as Reliance plans to currently concentrate only on Vimal Sarees. The saree brand has a lot more enticing aspects involved along with it as compared to the western wear segment which anyways everyone is getting into. The recall factor of Vimal saree is also assumed to be a lot more than of Vimal Westernwear.
Hence, it is a bold move by reliance to move into the textile territory which has been long forgotten by them. The brand Vimal is sure to create an impact and only time will tell whether the Indian traditions will be kept alive by reliance or whether the west will rule the roost.