Type

Private

Industry

Retail

Founded

1978

Headquarters

Pondicherry, India

Key people

Dilip Kapoor(president)

Employees

3000

Distribution network

20 countries

It is the only brand from India in fashion leather accessory category

available in some of the big cities in the world.

Founded in 1978 and after that it became a global

company.
Hidesign started their small business by marketing
through small shops in Australia and US in 1978.
The brand Reflected spirit of cultural revolution
After that they expanded their business to different
departmental stores in London.
Its quality, distinctive designs and aggressive
marketing strategies helped them to expand their
business.
the name Hidesign was formed by merging the words
Hide and Design.

With the help of JVs, Hidesign sold its products to

overseas market.
In 2000, they expanded their business in India.
Opened first store in Bangalore.
They started selling their products through
organized retail chains to increase the sales.
The brand was promoted worldwide in fashion
magazines.
The target customer were higher income people
and of between age group of 20 to 50 years .
It was first high end, branded and expensive
product for Indian market.

Pondicherry and surrounding areas had a

tradition of processing and manufacturing
leather products.
Thus, access to raw material and skilled
labor was easy and cheap.
Also, local govt. extended huge support to
the industry.
Govt. policies favored industrialization.

Briefcases
Computer bags
Hand bags
Travel bags
Backpacks
Garments
Wallets
Belts
Key chains
Sunglasses
Shoes
Clutches

USP: uniqueness of design and

manufacturing process.
Company followed traditional methods of
manufacturing and tanning
For production planning, a schedule for the
month was prepared and was followed
everyday.
They followed the system of route card-like
who did what kind of work and on which
dates.

Design process was considered to be intuitive.

Hidesign has three design teams based in Milan,

London and Pondicherry.

Understand the requirements of customers and

close interaction with them, and also trained
designer were assigned from NID,ahmedabaad.

Like in india they focussed on the people who

were above 35 and were made in accordance
with the people who gave importance to how
they looked and present themselves not to
independent business people.
The brand focussed on
innovation,globalisation,stylish and
classy,not cheap brand.
The design and manufacturing part showed
the brand character and personality

Establish 30 EBOs across the world

Boost brand image

Business expansion
Better stature in the global league
Wide range of high quality products
Enabling conditions

International brand recognition

Global presence
Channel partners
Funds

Additional production
Marketing

Mentioned in guinness book of world record

for the world largest bag.
Special events like press conference
Print media were used for
advertisements.foreign models were taken
as indian models were too ethinic with less
international flavour.

1st key factor could be their good quality ,

distinctive design and aggressive marketing
strategies.
Promotional activities like campaigns of the
leather bags.
Effective distribution channel as they
entered through local distributors and retail
chains like Westside, Shoppers Stop etc.
At that time. There was not any branded
companies who used to deal with leather
products.

Promotion

International orientation
Relatively lower budget
Foreign models with International appeal
Medium- Advertising and PR agency
Services of professionals for interior designing of
stores
ATL & BTL activities

Print ad
Attempt to get into Guinness book of world records
Wide media coverage to press conference by company
Merchandising & display in retail environment
Bollywood Parties & Fashion shows
Promotional activities and events

Brand rightfully identified its core value

Positioning is in line with the strength of the brand
Choice of the media and the copy of the campaign also reflect
the positioning
Brand has wide product portfolio
Looking into expanding to different segments within the
category
Company is planning to introduce bags under a separate brand
name

Using its stores and all the marketing mixes carefully in

promoting the brand
Brand has been built over time
Management has been careful in building the core values of
the brand
Company has been spending the money wisely and carefully
Targeted segments rather than masses
Overall marketing activities have been very rational
Helped the company to create a world class brand

Global expansion through EBOs and retail stores

Focus on domestic market
Maximizing opportunities at airports
Relationship Marketing
Ambush marketing @ high profile events
(Faishon Shows, Sports etc)
Cashing on the Social networking sites

Establish 30 outlets across the world

Make a foray into low price Market
Expansion of domestic market in india

THANK YOU