Bombay Dyeing launches its textile brand overseas

Bombay Dyeing has introduced its textile brand

overseas by setting up its first franchise operated store in Jeddah, Saudi Arabia. In the past, the brand was distributed in certain markets in West Asia. As a part of its overseas expansion plan, it would launch more outlets across West Asia and the SAARC countries.

Targeting Indian expats and non-resident Indians, a clientele which is familiar with its brand, Bombay Dyeing is adopting a franchise strategy similar to its strategy in the domestic market. The company is looking forward to launch at least 10 to 12 outlets across West Asia and the SAARC countries. Exports amount to nearly 15 per cent of Bombay Dyeing’s Rs 400 crore sales turnover from its textile division.

Meanwhile in the domestic market, Bombay Dyeing plans to scale up its number of exclusive stores by introducing 7-8 new stores in next couple of years. It is also experimenting with different retail formats based on size and product placement. It has decided to set up specialty stores which will stock only certain categories of textiles to cater to a particular target audience.

Bed and bath continues to be Bombay Dyeing’s core category, comprising nearly 80 per cent of its sales. The company also dabbles in smaller categories such as school uniforms, saris, suiting and shirting materials in certain markets.