Donear Industries is on the prowl for a creative agency to handle its estimated Rs 10-crore creative account. The suitings major has already invited O&M, McCann & Percept for the pitch (due in around two weeks from now). The rounds would include credentials in addition to a tactical presentation on the brand and its positioning vis-à-vis competition. Donear has ambitious plans to sustain growth by expanding its distributor’s network for various brands and is also evaluating exclusive showrooms in key cities across the country. The brand has worked in close collaboration with agencies such as Everest, Publicis and Interact Vision in the past. Its last agency was Interact Vision before it closed the Mumbai operations.
Rajeev Singh, Manager, Marketing & Corporate Communications, Donear, said, “We are on the lookout for a creative agency which understands Donear as a brand, and can devise a strategy-oriented creative campaign which bolsters our position in the market vis-à-vis competition. Past experience on a textile brand would help greatly, because I sincerely believe that the business of textile works like no other. Our requirement is for cutting edge creative solutions, which stand apart from the clichéd version of suitings brands. The business of textile changes far more rapid than any other kind of business and you have to constantly reinvent on the brand. That is why we require a fresh agency with a fresh perspective.”
What about the media part of the account? Singh said, “Till now we were handling our media requirements internally but if we come across a media agency which can help us tap the right channels for our campaign and can guarantee efficiency and less of wastage, why not? We are looking at enhanced decibels in the market which is why the right media agency could make all the difference.”
As an immediate requirement, Donear is looking for a television-centric campaign, supplemented with outdoor activity. The brand is embarking on a major marketing blitz particularly in the South where the company’s sales are relatively less compared to other regions. The company claims registering high growth rates in the range of 35-40 per cent annually over the last six years. In addition, there is an internal target of reaching the Rs 500-crore turnover mark in the next four years. The branded market accounts for about 30 per cent of the country's textile market, and Donear accounts for about 20 per cent of this.
Donear Industries, which currently has a capacity of 1.2 million metres per month for terry wool and polyester viscose, has also decided to take up capacity expansion at its existing location, Silvassa, at a cost of Rs 20 crore. The company expects to add another 0.4 million metres per month capacity, taking the total to 1.6 million metres. In addition, Donear Industries is setting up a Greenfield textile project at an investment of around Rs 150 crore to be operational in the next six months or so.