Marking a new beginning, Gujarat Heavy Chemicals Limited(GHCL) has formally announced its plans to foray into the retail sector by launching its first ever domestic brand, Grace, in the national capital by December-end.
The company — whose representatives held a meeting with distributors on August 18 to discuss the store's expansion to other states — is expected to open 100 franchisee retail stores in three years at an investment of Rs 125 crore.
In an exclusive telephonic interview to Fibre2fashion, Raman Chopra, GHCL Senior Vice-President (textile division) said that Grace is the first company in the world that will be involved in all the production processes, right from growing organic cotton to selling the finished product.
"We are in talks with some farmers and by next season, we will start growing organic cotton," Chopra said. He further added that GHCL has established its own design studios in India, Europe and the USA which will churn out around 50-60 new designs. Raman said prices will range from Rs 399 to Rs 1499.
"We have short-listed some international brands and are presently forging a strategy as to how to bring them in India," the Vice-President said. He also said that to begin with, Grace will only be launched in India and will go global depending upon the response it gets here.
Sanjay Dalmia, GHCL Chairman, told Fibre2fashion that apart from its bed, bath and windows collection, they are also planning to add apparels to their upcoming store. He added that GHCL is also mulling over the idea of integrating SMEs to make them strong enough to compete with Pakistan and other home textile majors.
To a question as to how much of the market share will be captured by Grace, Raman said, "Almost 90 percent of Indian textiles consists of the unorganized sector. We are targeting this sector so that we can provide aggressive proposition to consumers."
GHCL is chalking out unique marketing strategies to make their products click with consumers. Apart from launching with the punch line, 'Feel the Grace', consumers (especially women) will be offered free samples to get a better look, feel and choice of the products.
The company — whose representatives held a meeting with distributors on August 18 to discuss the store's expansion to other states — is expected to open 100 franchisee retail stores in three years at an investment of Rs 125 crore.
In an exclusive telephonic interview to Fibre2fashion, Raman Chopra, GHCL Senior Vice-President (textile division) said that Grace is the first company in the world that will be involved in all the production processes, right from growing organic cotton to selling the finished product.
"We are in talks with some farmers and by next season, we will start growing organic cotton," Chopra said. He further added that GHCL has established its own design studios in India, Europe and the USA which will churn out around 50-60 new designs. Raman said prices will range from Rs 399 to Rs 1499.
"We have short-listed some international brands and are presently forging a strategy as to how to bring them in India," the Vice-President said. He also said that to begin with, Grace will only be launched in India and will go global depending upon the response it gets here.
Sanjay Dalmia, GHCL Chairman, told Fibre2fashion that apart from its bed, bath and windows collection, they are also planning to add apparels to their upcoming store. He added that GHCL is also mulling over the idea of integrating SMEs to make them strong enough to compete with Pakistan and other home textile majors.
To a question as to how much of the market share will be captured by Grace, Raman said, "Almost 90 percent of Indian textiles consists of the unorganized sector. We are targeting this sector so that we can provide aggressive proposition to consumers."GHCL is chalking out unique marketing strategies to make their products click with consumers. Apart from launching with the punch line, 'Feel the Grace', consumers (especially women) will be offered free samples to get a better look, feel and choice of the products.
