With non-metro markets in sight, Bombay Dyeing repacks its legacy

One of the country's oldest business groups looks to revive its flagship brand, trains its sights on millennial buyers and markets outside the metros

After decades, the one-time textile major is rebuilding its brand in a segment that it earned its spurs in. With a strategy to push through its retail footprint in small towns and online channels and with millennial buyers as its target group, the Wadia group company is stitching together a new story for its flagship textile brand. However while Bombay Dyeing has the advantage of a near 140-year-old legacy, breaking into the new marketplace with a radically different set of competitors and consumers is a challenge say experts.

Customisation and aggressively building an online retail footprint are how the company