Top Story


Home >> Marketing >> Article

Bangalore’s Hourglass spreads nationwide as the clock ticks

Font Size   16
Bangalore’s Hourglass spreads nationwide as the clock ticks

Not a ‘watch supplier’, but a veritable ‘watch making brand’ – that is how Bangalore-based Hourglass likes to be known as. An offshoot of the South Indian Watch Company, which owns the SIWA brand of watches, Hourglass has launched itself in the niche gifting segment, with collectibles that demonstrate ‘sheer elegance and classicism’.

“Gifting is still a growing segment in the country and there is no brand yet that can be recalled as a top of mind gifting brand. Most people have to browse through a range of brands to come up with an appropriate gift for an occasion,” said Gajendra Singh, Manager, Retail Operations, Hourglass.

Realising this need gap, Hourglass has positioned itself as a premium luxury gifting brand that would cater to a large age group covering most occasions.

The 14-month old company has four ranges of offerings, which are categorised as work essentials, home essentials, cocktail essentials and golf essentials. From steel to crystal, these collectibles are crafted elegantly keeping a premium target audience in mind.

Test marketed in Bangalore-based Lifestyle, Hourglass products received a tremendous response from consumers, and today retail from 45 premium outlets across the country. Hourglass was high on design and finish and this, according to the company, was its differentiating factor.

The distribution strategy was done in a phased manner. First, the company took the MBO route, and has presently ventured into setting up kiosks in select shopping malls and retail outlets across major metros. The next step in expanding it distribution would be opening up franchisee outlets. Hourglass has appointed top designers from the industry to work on it identity and the collections.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)