Ganjam a Bangalore-based jewellery brand has kicked-off an international marketing and advertising crusade to place itself as a first-class Indian luxury variety.
The company had a retail outlet in Bangalore has recently opened its second store at the Taj Mahal Hotel in Mumbai.
Umesh Ganjam, Joint Managing Director, said "the company is also looking at setting up boutiques not only in other Indian cities but also in overseas markets.”
“We are planning to set up at least five boutiques in the next two years in Delhi, Chennai and Goa and in overseas either in Milan or in New York," he added.
Ganjam said that the company would set up its boutiques only in premium hotels. "We still don't have quality retail space in India to house luxury brands."
Company has already roped in London-based brand communications agency, Large Smith Walford (LSW) to generate its new brand positioning.
Julian Walford, of LSW, said that Ganjam had all the ingredients of a luxury brand.
"I would define a luxury brand as something which is exquisite, hand-crafted, limited in production and which maintains excitement through evolving design,” he said
“Every single piece of Ganjam jewellery is unique and can justify a position in the museum," added Walford.
He said that the idea behind the campaign was to launch Ganjam as an Indian cultural symbol.
"It is about expressing something which is uniquely Indian."
The print campaign would be featured not only in normal dailies but also in fashion magazines.
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