OCM India plans makeover programme, increases capacity

Will spend around Rs 15 crore in making ad of this makeover.

OCM India Limited, a men’s apparel fabric manufacturer & retailer and a part of WL Ross & Co. LLC, has initiated massive expansion under its makeover strategy especially in production capacity, retailing and advertisement.

OCM is spending around Rs 15 crore for the advertisement of this makeover. Also, it has increased its fabric manufacturing capacity from 5.5 to 8 million metres by March 2014 at Amritsar plant.

Speaking on this, Nitin Jain, chief marketing and sales officer OCM India Limited, said, " Our new and evolutionary brand identity reinforces our firm commitment and emulate image of our strategy. WL Ross took over the company in 2007 but changed the top management only in November 2010. The fresh drape image denotes our core expertise and firm focus in the field of textile. We are targeting age group of 25 to 35 years the across India. The company has made changes in the colour combinations and more vibrant colours has been introduced."

According to Jain, OCM has shut down its ready-to-wear garments business as part of this makeover programme. It has 1100 dealers across India.  Also, OCM India has tied up with Hong Kong based Esquel Group for cotton fabric purchase.

 He added, "The new identity introduces a certain element of liveliness and captures the very essence of how we operate at OCM. This is not just ‘let’s wake up one day and change our identity’ style of marketing but rather a game changing strategy with real, on-ground changes in product innovation, exploring new markets, fresh product offerings and energising the trade channels. We did an in-depth study nationwide to understand various facets of the brand and come out with our campaign that is currently underway."

In the 3000 crore textile market Raymonds is the market leader and OCM is competing with Reid and Taylor for the second position. WL Ross and Company holds a 94 per cent stake and remaining 6 per cent is hold by HDFC.