In an effort to strengthen its brand presence, Classic Polo, a brand belonging to the Royal Classic Group specialising in men’s wear, has taken up a number of initiatives. For one, the brand has signed up cricket commentator Charu Sharma as their brand ambassador.
Commenting on the tie-up, Anand Aiyer, Brand Head of Royal Classic Group, said, “Charu Sharma has the quintessential of today’s modern man with ease, comfort, passion for challenge and sportsmanship. These qualities are reflected in Classic Polo.” The Classic Polo range is manufactured in technical collaboration with the German company Kitaro GMBH, and it notched a turnover of Rs 28 crore in 2004.
“In line with our vision to become one of the leading apparel players in the domestic market, we aim to open 20 more exclusive stores across the country by the year-end and Charu Sharma will be the icon of our brand. Classic Polo is a lifestyle brand with presence across India and UAE,” said Aiyer.
In Delhi Classic Polo is available in stores like Shopper’s Stop, Globus, Ebony, Ritu Wears, etc., in the price range of Rs 325 to Rs 995. It has a retail presence in multi-brand outlets with nine exclusive stores. “We will strengthen the presence by having 25 exclusive stores by 2005 end,” Aiyer informed.
“The company was launched in February 2001, and in four years, has grown faster than any other existing brand in India. We have a 20 per cent market share in the branded knitwear category.”
Talking about the marketing strategy, Aiyer said, “We spend over Rs 4 crore on advertising every year. In fact, we have spent Rs 2.85 crore on television advertising in just a span of eight weeks. Our ads appear on leading channels like MTV, Star, NDTV, Aaj Tak. Earlier we were into print advertising with some advertising on regional channels as well, but now we aim to make our presence felt nationally.”