Top Story


Home >> Marketing >> Article

Premium lifestyle brand Esprit unveiled in Delhi

Font Size   16
Premium lifestyle brand Esprit unveiled in Delhi

Madura Garments, part of the Aditya Birla Group, on Friday unveiled international lifestyle brand Esprit in New Delhi. With this launch, Madura Garments aims to tap the rapidly growing segment of premium retailing in India.

"We want to provide an international shopping experience to the discerning and well-heeled Indian consumers," said Hemchandra Javeri, President, Madura Garments. "We are aiming at the key segments of women's wear, premium informal clothes and accessories, which will add to the flavour in premium retail business," he added.

"Esprit is always looking for new markets for its expansion. We at Esprit are very excited about this new partnership with Madura Garments and we fall right in between brands like Tommy Hilfiger and Benetton," said Thomas Grote, Group COO, Esprit.

A 360-degree communication has been planned to promote the international brand, which will include print, outdoor and on ground activities.

Commenting on the launch, Vikram Rao, Group Executive President, Aditya Birla Group, said, "It is indeed an honour to be associated with an international brand of such repute as Esprit. The entry of Esprit in India will be a remarkable one."

And at least in Delhi it was. For perhaps the first time, a brand launch literally had models up the wall. A striking feature of the launch was the Esprit skywalk – where models walked down a vertical ramp – that is the facade of the launch venue, Hotel Shangri-la in Delhi. It comprised modern action art, and combined mountain climbing techniques with synchronised dance choreography and rapid descent movements.

Espirit has a global retail turnover of around $2.5 billion and is present in nearly 40 countries. The brand was founded in 1968 in San Francisco, USA, and is considered an international youthful lifestyle brand, which offers stylish fashion and brings originality and style to life.


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.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by