The Bombay Store to tap younger customers

After establishing its identity as a hi-end home décor and gift

retailer catering to NRI customers, The Bombay Store is looking at wooing the young consumers by launching a new brand identity -- The Elephant Company. It will offer a product range like T-shirts, cushion covers, mugs, bags, magnets, key chains and wall clocks under its portfolio.

The store launched by Indian patriotic leader Bal Gangadhar Tilak along with businessman Munmohandas Ramji in 1906, recently took up aggressive expansion plans to reach out to wider audience based across the country and international markets of Singapore, Dubai, London and Sri Lanka. By adding The Elephant Company as a separate entity, the company is also looking at stepping up its presence in the e-commerce space to achieve the targeted growth results for the new brand. The plan is to drive growth by taking the new youth-oriented brand to Tier II and Tier III cities apart from stocking the collection with other retail stores.

The initiative was taken to offer something new and different from the premium range of products displayed at The Bombay Store. Gradually creating private labels like The Elephant Company, Ishstyle (for fashion) and Chai Patti (for tea), the company wants to make better margins and offer goods that can’t be replicated.