Olympian Vijender Singh is Siyaram’s new face

Siyaram Silk Mills has added a shining star to its existing galaxy of brand ambassadors by signing on the young boxing sensation Vijender Singh as their new face. Singh will represent Siyaram’s brands -- Messari, Elanta and Tropez suitings. “Vijender Singh is the perfect choice for our

dynamic new product lines. His popularity among the masses has touched new heights post his success. He is the son-of-soil and a global phenomenon, thereby lending character to our brand positioning -- Coming Home to Siyaram’s,” says Ramesh Poddar, Vice Chairman and Managing Director, Siyaram Silk Mills. A jubilant Vijender Singh added that he is delighted to be a part of a brand that enjoys such enormous credibility and brand history. “I recall seeing Siyaram ads as a child wishing I could be in it too. Today, I am very excited to join a list of stellar giants who have carved their success stories and have made India proud. I am happy to be associated with a brand that recognizes the same.”

 

With the new product lines Siyaram’s plans to target Rs 50 crores sales in the next 12 months and will be marketing them at a national level through their strong pan-India distribution network. A flagship company of Rs 2,250 crores, Siyaram Silk Mills, caters mainly to the domestic market. “Siyaram is a very popular brand in India and hence our major sale is in the domestic market. Exports constitute about Rs 40 to Rs 45 crores, around 12 per cent of our business. Our major exports are to Europe and the Middle East. Our exports to the US are very low and we want to work on that,” averred Poddar.

The company has 50,000 MBOs and 75 company-owned shops all over the country. They plan to increase that to 100 soon. Their current focus is on expanding their base in the southern states of Tamil Nadu, Andhra and Karnataka. “This year our turnover will be Rs 650 crores and in the next it may be Rs 750 crores. We are expanding our weaving capacity and our shirting line. We currently produce about 1.5 million meters of shirting fabrics, and we intend to take to 3 million meters soon,” says Poddar.

Siyaram’s has always been in the fore front of recognizing and promoting sport and sporting talents. It has associated itself with cricket and also tapped the potentially rich sporting domains like lawn tennis, athletics and now boxing, where India has made a mark for itself in the world map. Prominent sporting personalities like M S Dhoni, Boris Becker, Leander Paes, Mahesh Bhupati, Geoffery Boycott have been associated with Siyaram’s.