Grado is reaching out to the youth and fashionistas: Dhruva Singh Chauhan, Director GBTL

Chauhan, Director, GBTL, Grado, talks about the two-year-old brand, it's association with Amitabh Bachchan, partnerships and the way ahead

e4m by Priyaankaa Mathur
Updated: Jun 17, 2019 9:01 AM

GBTL & OCM’s new-age brand Grado is all set to usher a successful new wave in the luxury fabrics and apparels industry.


Dhruva Singh Chauhan, Director, GBTL, Grado, spoke to exchange4media about the two-year-old brand, it's association with Amitabh Bachchan, partnerships and the way ahead.


On how Bachchan endorsing Grado has helped the brand, Chauhan says, “Well, he being the brand ambassador, he is a man who influences 1.3 billion people in India and has helped us take over the entire segment of the industry, so that is the biggest advantage. It was a decision of the group mentors and promoters, to establish the brand afresh, when the industry faces so much competition. It was a great strategy to bring an icon like Mr Bachchan and it’s like 75 per cent of the job is already done to popularise the brand and rest 25 per cent has been put on the product, our people, expansions and everything else, that has helped Grado to be a brand to reckon in a very short span of time. The way Mr Bachchan creates an aura, that’s the way the brand Grado has created its products, quality, design, colours and newness."


Talking about the brand’s journey so far, Chauhan said, “Looking at our journey, we have been doing exceptionally well in manufacturing poly yarn, premium fabrics and selling it in India and more importantly we are very well established as a manufacturer abroad selling in over 16 countries. In 2018, we established ourselves as Brand Grado in India. The brand is growing well with the Shahenshah as our Brand Ambassador. So it has made a global impact and our positioning has been primarily to the premium and mid-premium segment of customers who have been buying our suiting fabrics. So we are the name to reckon with and in our journey of two years, we see ourselves as an established and a prominent player in the suiting industry.”


On associating with Lakme Fashion Week for the first time, Grado brought to the ramp a new range of designs.


Talking about brand partnerships and associations, Chauhan said: “We have been promoting our brand in the fashion industry reaching out to youth and the people who are fashionistas and are our discerning customers on platforms like Lakme India Fashion Week, where designers like Ashish Soni carried  the GRADO collection with multiple use of stripes, checks, plaids and solids along with playing with a mix of blends in this collection that ranging from soft cottons, poly blends with sheen to the royal wools with micro and macro structures in prime focus."


Grado has also joined forces with Sunrisers Hyderabad (SRH) as their Principal Sponsor and Cotton Blazer Partner for 2019.


Talking about promotions during IPL, Chauhan said, “At IPL it was a strategic promotion as we saw the vibrancy of the game itself. So we had great reviews from the customers on how they were keen to explore the brand and since then a customers’ broad base has been created. We are looking at different trajectories and definitely our competition is very worried with the way we are expanding ourselves.”


Talking about the textile industry and the range of products that Grado is offering, he said: "To give value for money for today's discerning buyers who are looking for fast fashion depends on if they want to spend the money, we see the mass segment there comes polyrarons that caters to a large chunk of the population whom we sell. Also, we started out cotton collection 2 years ago, it's just that whole premiumness of the cotton is coming in the surface,and people have liked our products.When we talk about our kind of cotton and premium fabrics we are going more into the large format stores and prominent retailers are retailing our fabrics and cotton."


GRADO has launched ‘Born for the Blazer’ campaign for enhancing blazer quotient in men’s styling on multiple platforms.


“With Mr. Bachchan, we have done both ATL and BTL promotions, and we prefer more of BTL because of the nature of our trade in textiles. We have recently started our WhatsApp programme to tap the World Cup fever, with our customers being broad based. We have close to 10,000 retailers all across the country."


"We are targeting the suiting buyers and the premium level and mid premium level buyers as everyone is looking for garments which gives them comfort. Two years to cover the whole country is a very short time. We have some pockets that are still growing in the markets, mostly in the eastern side of the country, in Tier 2 and Tier 3 cities as well. That's something we are strategising further in terms of both organic and organic growth. In the coming years, we will have more retailers and dealers added to our fold," added Chauhan.


The key markets for Grado in India are Delhi, the north-eastern states, Punjab and the South in India, while in the international markets the brand has a very strong presence in the United States, Mexico, Canada, Europe, the UK, Japan and Australia. Grado is expecting 29 per cent growth in 2019. 

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