Hidesign: Marketing Leather Products

"We are looking at moving from the shop-in-shop model to setting up our own exclusive brand stores which would help establish the brand overseas." ¹

- Kunal Sachved, CEO, Hidesign, in April, 2006.

"We have stopped thinking of ourselves as manufacturers; instead, we are looking at ourselves as designers." ²

- Dilip Kapur, President, Hidesign, in November, 2005.

"The Hidesign brand has tremendous quality and price advantages in Austria. In spite of the strong competition, Hidesign has created a niche for itself." ³

- A Hidesign distributor for Austria, in 2002.

Introduction

In July 2006, Hidesign, an Indian manufacturer and marketer of leather products, unveiled what it claimed was the world's biggest leather bag. The bag was made of vegetable tanned cowhide and used 1,096,200 sq. cm of leather. It took 198 man-days to stitch the massive bag. Hidesign hoped that this feat would find mention in the Guinness Book of World Records. The organization planned to use the bag in its promotional campaigns. According to Dilip Kapur (Kapur), founder and President of Hidesign, the bag would be taken on a tour across India and displayed at Hidesign retail outlets. It would also to be displayed on special occasions, like new store openings.

Hidesign started as a small workshop in the late 1970s. Gradually the business expanded with the company winning a number of export contracts. Although initially, the firm experienced hiccups in developed markets like the UK and the US, its good quality, distinctive designs, and aggressive marketing strategy helped it succeed in carving out a niche for itself.

As of 2006, Hidesign employed over 2,300 people in its tannery, buckle factory, and leather goods manufacturing units. It sold a wide range of products including briefcases, work casuals, travel bags, handbags, computer bags, wheeled luggage, backpacks, and accessories such as belts, jackets, and wallets, through 2,500 outlets in more than 18 countries (as of April 2006).⁴

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1] Priyanka Sangvi, "Hidesign to ramp up global presence," www.rediff.com, April 21, 2006.

2] T.Krithika Reddy, "Hide and chic," www.hinduonnet.com, November 23, 2005.

3] "Hidesign penetrates European market," www.chennaionline.com, June 21, 2002.

4] "I fell in love with the product," Interview with Kunal Sachdeva, www.indianretailer.com, April-March 2006, Vol. 1, No.2.

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