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Future Brands launch ‘Dreamline’ with Hema Malini as brand ambassador

Future Brands launch ‘Dreamline’ with Hema Malini as brand ambassador

Author | exchange4media Mumbai Bureau | Friday, May 18,2007 8:54 AM

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Future Brands launch ‘Dreamline’ with Hema Malini as brand ambassador

Future Brand, a part of the Future Group, has launched its first brand ‘Dreamline’ for the home category. The group also announced actress Hema Malini as the brand ambassador for the brand.

Dreamline, which is a brand licensed to Pantaloon Retail (India) Ltd, will enter the market with a wide range of products in the categories of kitchenware, bed and bath Linen, furniture and home décor. Initially, the company will introduce its products in the first two categories under the brand ‘Dream Kitchen’ and ‘Dream Bed & Bath’ respectively. The other two categories -- ‘Dream Furniture’ and ‘Dream Décor’ -- will be launched later in the market.

Kishore Biyani, MD, Future Group, said, “The launch of Dreamline will cater to the needs of the masses, offering quality products at an affordable price. We see a huge potential to grow in the home category, with the Indian market offering wide scope for the ‘value proposition’ products.”

Dreamline products will be made available through various formats of Pantaloon Retail such as Big Bazaar, Food Bazaar, etc. The brand will be positioned as ‘added value’ products within all the home categories and will be priced competitively in the market.

Hans Udeshi, CEO, General Merchandise, Pantaloon Retail (I) Ltd, said, “Each product under the brands ‘Dream Kitchen’ and ‘Dream Bed & Bath’ has been innovatively designed, maintaining high quality standards. With its ‘value for money’ proposition and our network across the country, we are confident that Dreamline will win over customer loyalty.”

Speaking of her association with Dreamline, Hema Malini said, “I feel delighted to be associated with the brand. It is a great concept in home solution, with elegantly designed ready-to-use range that has the right price and good quality. It is truly a gift from Pantaloon Retail to all homemakers. I have liked every Dreamline product offering and am sure the customer will also love my collection.”

Dream Kitchen will introduce its product line in non-stick cookware, hard Anodised cookware and utility under the utensils segment. The plastics segment will have products like thermoware products, household items and kitchenware. The crockery segment will have opalware, crockery and glassware.

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