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Bombay Dyeing expanding portfolio

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Bed, bath and now curtains, expanding its product portfolio of home segment, textiles major Bombay Dyeing will also retail curtains and upholstery.

“We are currently discussing Bombay Dyeing’s possible foray into the furnishings segment. After bed and bath textiles, this is the logical extension. We are also trying to build bed and bath textiles as a good gifting option. For this we are introducing attractive and convenient packaging options,” said, Arun Bhawsingka, business head, Bombay Dyeing.

Packaging options are built around convenient carry-pack format as well as a festive wrap to push the gifting option during the festive season.

Bombay Dyeing has also headed for a major retail makeover through a range of new-look stores with an investment of around Rs 60 crore over the next three years.

“For instance, we have introduced open-shelf format in our stores, so that consumers can touch and feel all products. It makes more sense when you are stocking high-end products because Indian consumers spend a lot of time in choosing what they want to buy,” he explained.

The new stores would also sport a new look in terms of architecture, interior design, graphic design and brand strategy to create distinct customer experiences. It has approximately 450 stores right now.

The company is also looking at improving its institutional sales business. Although, this segment contributes close to 15 per cent to the company’s overall turnover and is dominated by the pharma industry

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