Oxemberg pushing up its brand image, product profile

By roping in Bollywood actor Saif Ali Khan as its brand ambassador, men’s clothing brand Oxemberg from Siyaram Silk Mills is looking forward to gain tremendous brand mileage. With a total Group income of Rs 1,059.82 crores in the financial

year 2012-13, the brand from Siyaram Group wants to tap new retail destinations for expansion and growth, while increasing its production capacity.

New brand image

“The strategy behind appointing Saif Ali Khan is to get mileage for the brand in terms of recall and amplifying its distribution strength. Khan is a global icon and to use him tactically would be the key focus for the brand. Currently, we have not looked into launching a specific signature line. The association with Khan has just started for us and we have a long way to go,” explains Gaurav Poddar, Director, Readymade Division, Siyaram Silks (Oxemberg).

The company believes that just like the actor’s multi-faceted personality, Oxemberg too has everything in its portolfio that a consumer is looking for. The company plans to increase the production capacity of fabrics and readymade garment divisions by 20 lakh meters and 75,000 pieces per month respectively. The envisaged capital expenditure towards plant and machinery is around Rs 150 crores.

Retail and product expansion plans

Siyaram’s has 125 exclusive stores across the country. These are scattered across metros and smaller towns. The aim is also to scale this up to 200 by March 2014 and 400 in two to three years. In addition, Oxemberg is available across all leading MBOs and large formats across the country apart from leading stores in the overseas markets.

The brand is very active through the social media and enjoys close to 70,000 likes on its fan page. “From time to time we keep updating our fans on offers, news and other exciting engagements at Oxemberg. We are also present actively through Twitter and SEO,” explains Poddar.

Oxemberg’s product portfolio includes formal shirts, formal trousers, fashion formal shirts, semi formal trousers and a Beach Pebble range of washed formal shirts.

Oxemberg was initiated as a measure of forward integration. A brand offering, contemporary clothing options that exemplify quality and genuine value. Today, Oxemberg has grown to be among the power brands in men’s fashion.