Abstract

Siyaram Silk Mills Ltd. (Siyaram), is one of India’s leading textile companies. The company was badly affected by the match fixing controversy involving Hansie Cronje, captain of the South African cricket team in 2000, as he was one of the key celebrity endorsers for Siyaram’s J. Hampstead brand of clothing. The caselet discusses the measures taken by the company to reduce the impact of the controversy. It examines the brand building efforts of Siyaram for its J. Hampstead brand of clothing.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Celebrity endorsements in India
• Marketing of textiles in India
• Pitfalls of celebrity endorsements
• and Crisis management in marketing.

Keywords

Hansie Cronje, South African Cricket Team, Siyaram, J. Hampstead, Celebrity Endorsement, Media Plans, Suiting and Shirting Market, Distributor Network, 'Match-Fixing' Scandal, Leander Paes, Mahesh Bhupati, Positioning, Premium Segment, Brand Ambassadors, Cricket, Percept, Brand Endorsements