Nightingale Intl Plans To Broaden Stationery Brand

Nightingale International (P) Ltd, the marketing arm of the Rs 85-crore Srinivas Fine Arts (P) Ltd, plans to go national with its `Nightingale' brand of premium range printing and stationery products. Srinivas Fine Arts plans to open a retail chain of stores to sell its products in Mumbai, Bangalore, Chennai and other cities _ either through direct ownership or through franchisees.

"We plan to go in for a major advertising and promotion exercise to bring awareness of our brand and products. Direct ownership of chain stores is one way we plan to focus on the brand-building exercise," R Pramod Kumar, director of Nightingale International said. The Chokkalingam family-owned Srinivas Fine Arts manufactures diaries, notebooks, children's books, the Disney range (through a tie-up with Disney on royalty payment basis), calendars, gift stationery, address books, planners and organisers, and office stationery. Its printing houses offer one-stop printing solutions.

 

Since its marketing network is mainly based in the south and some parts of Maharashtra and Delhi, Srinivas Fine Arts plans to make an effort in expanding to Calcutta and other North and North-eastern regions. The company has earmarked a Rs two crore budget for the current year to position its premium products in the metropolitan cities. Another Rs 12 crore has already been invested to set-up a hardcover binding line. The machine, imported from Germany, ensures quality finish for Srinivas Fine Arts' products. The company is also setting up a design studio and a pre-press unit in Bangalore at a cost of Rs 4 crore. The new investments will enable the company to take on the competition and expand its outlets. Presently, its competitors are Eagle in diaries, Scholar in notebooks, and Archies and Hallmark in gift items. "Our competitive edge is in the fact that we have our in-house manufacturing, whereas the competitors mostly outsource their requirements," Kumar pointed out. The company now plans to expand its offices with warehouse facilities in the UK and the US. This will enhance its existing export activities.