Type PrivateIndustry RetailFounded 1978Headquarters Pondicherry, IndiaKey people Dilip Kapoor(president)!ployees "###Distri$ution net%or& '# countriesIt is the only brand from India in fashion leather accessory category available in some of the big cities in the world.Founded in 1978 and a(ter that it $eca!e a )lo$al co!pany*Hidesi)n started their s!all $usiness $y !ar&etin) throu)h s!all shops in +ustralia and ,- in 1978*.he $rand Re/ected spirit o( cultural re0olution+(ter that they e1panded their $usiness to di2erent depart!ental stores in 3ondon*Its quality, distinctive designs and a))ressi0e marketing strategies helped the! to e1pand their $usiness*the na!e Hidesi)n %as (or!ed $y !er)in) the %ords Hide and 4Design.5ith the help o( 67s,Hidesi)n sold its products to o0erseas !ar&et*In '###, they e1panded their $usiness in India* 8pened frst store in Bangalore*.hey started sellin) their products throu)h or)ani9ed retail chains to increase the sales*.he $rand %as pro!oted %orld%ide in (ashion !a)a9ines*.he tar)et custo!er %ere hi)her inco!e people and o( $et%een a)e )roup o( '# to :# years*It %as ;rst high end, branded and epensive product (or Indian !ar&et*Pondicherry and surroundin) areas had a tradition o( processin) and !anu(acturin) leather products*.hus, access to ra! material and skilled labor %as easy and cheap*+lso, local )o0t* e1tended hu)e support to the industry*o!puter $a)sHand $a)s.ra0el $a)s=ac&pac&slutches,-P? uniqueness o( desi)n and !anu(acturin) process*>o!pany (ollo%ed traditional !ethods o( !anu(acturin) and tannin)For production plannin), a schedule (or the !onth %as prepared and %as (ollo%ed e0eryday*.hey (ollo%ed the syste! o( route card@li&e %ho did %hat &ind o( %or& and on %hich dates*Desi)n process %as considered to $e intuiti0e*Hidesi)n has three desi)n tea!s $ased in Ailan, 3ondon and Pondicherry*,nderstand the require!ents o( custo!ers and close interaction %ith the!, and also trained desi)ner %ere assi)ned (ro! BID,ah!eda$aad*3i&e in india they (ocussed on the people %ho %ere a$o0e ": and %ere !ade in accordance %ith the people %ho )a0e i!portance to ho% they loo&ed and present the!sel0es not to independent $usiness people*.he $rand (ocussed on inno0ation,)lo$alisation,stylish and classy,not cheap $rand*.he desi)n and !anu(acturin) part sho%ed the $rand character and personality"stablish #$ "B%s across the !orld=oost $rand i!a)e =usiness e1pansion=etter stature in the )lo$al lea)ue5ide ran)e o( hi)h quality productsna$lin) conditions International $rand reco)nition hannel partners Funds+dditional productionAar&etin)Aentioned in )uinness $oo& o( %orld record (or the %orld lar)est $a)*-pecial e0ents li&e press con(erencePrint !edia %ere used (or ad0ertise!ents*(orei)n !odels %ere ta&en as indian !odels %ere too ethinic %ith less international /a0our*1st &ey (actor could $e their )ood quality , distincti0e desi)n and a))ressi0e !ar&etin) strate)ies*Pro!otional acti0ities li&e ca!pai)ns o( the leather $a)s*2ecti0e distri$ution channel as they entered throu)h local distri$utors and retail chains li&e 5estside, -hoppers -top etc*+t that ti!e* .here %as not any $randed co!panies %ho used to deal %ith leather products* Promotion International orientation Relati0ely lo%er $ud)et Forei)n !odels %ith International appeal Aediu!@ +d0ertisin) and PR a)ency -er0ices o( pro(essionals (or interior desi)nin) o( stores +.3 C =.3 acti0ities Print ad +tte!pt to )et into hoice o( the !edia and the copy o( the ca!pai)n also re/ect the positionin) =rand has %ide product port(olio 3oo&in) into e1pandin) to di2erent se)!ents %ithin the cate)ory >o!pany is plannin) to introduce $a)s under a separate $rand na!e ,sin) its stores and all the !ar&etin) !i1es care(ully in pro!otin) the $rand =rand has $een $uilt o0er ti!e Aana)e!ent has $een care(ul in $uildin) the core 0alues o( the $rand >o!pany has $een spendin) the !oney %isely and care(ully .ar)eted se)!ents rather than !asses 80erall !ar&etin) acti0ities ha0e $een 0ery rational Helped the co!pany to create a %orld class $randashin) on the -ocial net%or&in) sites sta$lish "# outlets across the %orldAa&e a (oray into lo% price Aar&et1pansion o( do!estic !ar&et in indiaTHANK YOU