Welspun makes its foray into mass market
Welspun,one of the world’s largest home textile manufacturers is all set to introduce‘Welspun QUIK DRY’ towels. Known for its strong R&D and technology backed products;the new range has been designed based on extensive consumer research and insights. With the aim to cater to the mass market through first-hand experience, the brand will mark their new launch by participating in the KumbhMela, the largest human congregation of the World.
The activities and engagement through the campaign ‘JaldiSukhe, JaldiSukhaye’, will reach out to five lakh customers. 3,000 Welspun QUIK DRY towels will be deployed each day outside the changing rooms for women giving them the first-hand experience of the product. Apart from branding 20 changing rooms at the bathing ghat, Welspun will set up a stall at the commercial area of the Kumbh and also roll out Geo-targeted notifications for a better on-ground interaction. The idea is to touch base with at least 5 Lakh consumers through this initiative.
Talking about the launch Ms. Manjari Upadhye, CEO Domestic Business, Welspun India Ltd. said that, “It is our first ever association with the KumbhMela, and we are excited to launch our new productthrough this platform. Our participation at the Kumbh is a perfect fit as we are catering to the mass market, and the devotees visit the Kumbh for the divine bath which is why distributing towels as a part of our campaign becomes relevant. In winters when fast drying after bath becomes important, Welspun QUIK DRY towels will be a saviour for the devotees and hence this launch has a strong contextual connect with Kumbh. We aim at giving a firsthand experience of our product to the consumers and help them witness our proposition - JaldiSukhe, JaldiSukhaye. The idea is to change the mindset and conversations around the category, by encouraging people to expect more from their home textile products. Thereby, changing it from a low involvement purchase to a more engaged and informed purchase. As the expected footfall at the KumbhMela is over 10 crores, this is probably the best opportunity for us to engage with a huge audience of this sort.”
After achieving success globally in the home-textile industry, where-in every 5th towel sold in the US is from Welspun, the company is now all set to leverage their presence in the Indian market with thenew range of towels priced at Rs. 249.
With this initiative, Welspun looks at replicating the success of their international market in India. While innovation is the core of Welspun’s philosophy, their constant effort is to provide consumers with the best product at affordable prices through this new range.