 "VIP Industries, which was set up in 1971, has four factories that together produce nearly five million pieces annually")
India’s leading luggage maker VIP Industries has sharpened its focus so as to not lose relevance as newer players gain ground in recent years by catering to specific segments with its standalone brands. As it pushes forward the ongoing revamp in the branding of Aristocrat — it has just launched an advertising campaign with its new celebrity endorsers, cricketers R Ashwin and Rohit Sharma — the company has aligned this exercise with a manufacturing model dictated by sales performance rather than efficiency of production.
According to Sudip Ghose, vice-president, sales and marketing, VIP Industries, with manufacturing the company follows a
