Grasim Targets Rs 20 Crore Sales Via & #39;Uncrushables & #39;

The textile division of Grasim Industries, which is in the process of launching its polywool suiting fabric 'Uncrushables' in various cities, is targeting a sales of Rs 20 crore during the current financial year from the fabric.

Beginning from Jaipur on September 11, Grasim has launched Uncrushables in Ludhiana, New Delhi and Ahmedabad, and has plans to introduce it in all other major cities within the next two weeks.

Grasim executive president, fabrics and apparels, S Krishnamoorthy, said, "Uncrushables is the result of months of research and development efforts by the best of design and product experts from Europe and India. These experts have, on the basis of current trends and forecasts, been able to develop a fabric that is contemporary, elegant, practical and compliments executive psyche and lifestyles as well."

Uncrushables brings to the consumer the benefit of crease recovery, which makes the trouser look "just ironed" even hours after use. With re-engineering of the product by way of improved wool micron, yarn TPI and special chemical finish, the anti-crush properties have been dramatically improved, he added.

Grasim has set aside a Rs 7 crore advertising budget for Uncrushables and this amount would be spent during the next three months on a national campaign aimed at promoting the product through the print and electronic media, he said.

In its bid to create a new retail identity, the textile division of Grasim has also drawn up plans to open at least 10 new exclusive showrooms in leading Indian cities. These showrooms would have an ambience which would be different from its existing 150 showrooms across the country.

Krishnamoorthy said the concept of such a showroom has already been implemented in Grasim's store at the Flora Fountain in Mumbai, adding, "Pune, Ahmedabad, Ernakulam, Kolkata and New Delhi have also been identified for such showrooms. Other cities would be decided in due course."