Only Vimal – The Comeback

If you are an Indian, then I am sure you are aware of the “Only Vimal” brand that made waves in the Indian fabric market in the 1980s. With Dhirubhai Ambani, hungry for growth, his eldest son and visionary, Mukesh Ambani designed and executed the blueprint of Reliance to get into Petrochemicals and Petroleum helping the company make $3 bn in profits every year 🙂

With retailing becoming the core of Reliance’s emerging businesses, Mukesh decided to revamp the existing Vimal brand and launched it pre-diwali in exclusive outlets across India.

The sailing may not be as smooth as expected and the company may have to test some rough waters too. Competitors like Raymonds say that sub-brands within Vimal [Red, White and Black] may create confusion amongst shoppers. Also since this is the first time that Vimal is being sold in Ready to Wear segment, the company doesn’t have a credible positioning.

However, sources from Vimal are quick to retaliate by saying that the Vimal is innovative and premium but still at affordable pricing to the Indian consumer. Vimal always meant fashion for everybody and never for one targeted segment. Vimal si all about young, contemporary and vibrant looking.

The brand will retail through 24 new flagship stores being added along with 200 franchisee owned outlets. Reliance Mart and Reliance Trendz will also retail the Vimal collection. For business opportunities, you may contact Reliance directly.

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