TT: Spicing up its brand image

Tuesday, 24 July 2012
TT: Spicing up its brand imageTT, the Rs 500 crores plus group best known for its innerwear brand by the same name is in the process of revitalizing its brand image to match its current product range and stay updated with the times. The company that was founded by R C Jain  has today grown to become a household name with a diversified range of products. Growing at the rate of 25 per cent per annum over the last five years, TT is aiming to be Rs 1,000 crores company in the next three years.

Meanwhile,TT: Spicing up its brand image the brand teamed up with the recent Bollywood flick ‘Teri Meri Kahaani’ starring actors Shahid Kapoor and Priyanka Chopra. This tie up was for the innerwear category in which brand TT is a prominent player for the last 65 years. As Managing Director Sanjay K Jain says the company is in the process of revitalizing its brand to match with its current product range and stay updated with times. He said TT has been typically known as a men’s innerwear brand. However, over the years the product range has diversified to cover the entire range of inner and casual wear for men, women and children. Keeping up with times, it has changed its slogan of Aaram ka dusra naam” to “Zindagi is good”. The reasons for the change are that nowadays comfort is no more a USP but a must in a product. Today’s consumer is much more aspirational and looks beyond the basics – it wants a lifestyle product. He further added that now the TT’s motto is to provide lifestyle, happiness and relaxation to its target customers through its wide product range.

Having offices in New Delhi, Kolkata, Tirupur and Gondal, TT was the first knitwear company to go public. It also has overseas representative in Pakistan and Bangladesh and manufacturing facilities at Gajroula (UP), Avinashi (Tamil Nadu), Tirupur (Tamil Nadu), Kolkata (West Bengal), Gondal (Gujarat) and Rajula (Gujrat).

The brand’s products are mainly sold through a large dealer network spread all across India. Further it is spreading its tentacles all across the country using all channels of distribution including e-commerce. As Jain says, “We have a multi pronged strategy for reaching out to the consumer – MBOs, organized retail chains, institutional buyers and exclusive shops. We plan to grow in concentric circles to ensure proper logistics. The main growth in EBOs, will be the franchisee model which will come through advertisements and word of mouth.” The brand is looking for franchisees for EBOs with an investment of Rs 5 lakh. These EBOs will have an average size of 200 to 400 sq. ft. A lot of emphasis is being paid to online shopping and exclusive TT shops. The brand now plans to go overseas to the Middle East and Africa and a modest start has already been made.