Delhi-based fashion designer Manish Arora designs the Fish Fry range of shoes for global sports and apparel giant Reebok.
His brands have taken their first step abroad and the fact that the brand has caught their attention including celebrities like Keira Knightley, Kate Bosworth and Alicia Keyes from the Fred Segal store in California, the designer is overwhelmed.
Fish Fry is the first fashion design collection from Reebok and Arora being the first designer to work with the brand.
Smaller Indian companies are carving out spaces for themselves in upscale consumers' minds and wallets.
Many little Indian warriors have made an interesting start that too with a strategy that's different from the bigger Indian companies.
A study of the top 100 valuable brands reveals that 51 percent of top global brands originate from the US.
The other countries from where valuable brands emerge are Japan, Germany and France.
Thus countries with a strong image have a better chance to create globally successful brands.
Smaller brands must work out what their particular genius is, and make sure the world gets to know about it.
Smaller players must recognize that they are niche brands and play on their individual strengths rather than be tempted to go all out and grab market shares; the smaller Indian brands are using pricing as a key differentiator.
These brands have not opted for a high-profilelaunch.
Instead, they had started by being seen in all the right places and are equally careful not to be seen in the wrong places meaning that distribution strategy has to be carefully executed.
marketing@alchempro.com
