Shaw Wallace In Lifestyle Foray For The Second Time

The Dubai-based non-resident Indian (NRI) Manu Chhabria is making a second attempt to enter the lifestyle accessories market. Almost eight years after the plan to launch sports goods, apparel and accessories under the Dunlop brand, Chhabria is planning the foray through Shaw Wallace's flagship spirits brand Director's Special (DSP).

Senior officials at Shaw Wallace Distilleries said: "Director's Special is the second largest whisky brand in the country. Besides, it has a young and lively image."

Chhabria has plans to extend the Director's Special brand to perfumes, toiletries, apparel and accessories. "These new extensions will also provide a new lease of life to the brand," the officials said.

 

Initially, the company plans to launch DSP brand of perfumes by the first week of January. The perfumes will be priced at Rs 200 for a 180 ml pack. The product would be outsourced from the Goa-based Feiminch India.

Feiminch India also has a manufacturing arrangement with the Vijaypat Singhania group company, JK Helene Curtis, for its Premium brand of men's accessories.

The officials said the DSP brand products were tragetted at the high-end customer segment. The company will spend around Rs 15 crore on advertising and promotional activities of the DSP brand.

DSP sells over 3 million cases annually and it competes with Mc Dowell's, Officer's Choice, Bagpiper, Gilbey's Green Label and 8 PM whisky brands.

The company had in 1998 added DSP Black deluxe whisky to its portfolio. The other liquor brands include Antiquity, Royal Challenge, Moghul Monarch, Golconda Ruby Wine, Old Tavern, John Exshaw, Golconda brandy, VSOP Exshaw and White Mischief Vodka.

The company recently tied up with the UK-based Kyndal International for manufacturing and distributing its spirits brands globally.

Following the tie-up with the foreign partner, the company's is to attain the numero uno status in the alcoholic beverages market.

Shaw Wallace owns 14 distilleries and has tie-up with 15 domestic distilleries.