GBTL-Grasim & OCM launch new clothing brand

Scaling new heights, industry pioneers, The House of GBTL-Grasim and OCM have announced the launch of a new-age brand ‘GRADO’. With the advent of GRADO and the combined star wattage of the greatest actor of Indian cinema, Amitabh Bachchan as the brand ambassador, brand ‘GRADO’ is all set to usher a successful new wave in the luxury fabrics and apparels industry. GRADO will cater to maximum product segments and across a range of price points so there is something for everyone under the brand name ‘GRADO’.

The product positioning and price points will play an important role to increase potential for the trade to cater to product segments and different end-customers, thereby increasing not only the retail width but enriching the consumer consideration set. From an end-consumer viewpoint, the composite GRADO offers a rich repository of fabrics and apparels to choose from, namely, wool, wool blends, PV, PV blends and cottons. With our international consultants for fashion and design we are abreast with every season forecast for product, design and colour keeping the need of Indian market in consideration.

Commenting on the occasion, ambassador of GRADO, Bachchan said “I am happy new-age brand GRADO. I believe a man is not only known by its company he keeps, but also by the clothes he wears, what you wear is what you are. GRADO is a perfect amalgamation, of the finest quality, trendy designs and vibrant colours, the perfect fabric for all occasions under one brand.”

Rajendra Agarwal, Mentor, said “We are extremely excited to announce the launch of GRADO from The House of GBTL-Grasim and OCM. We undertook great research for creating the power brand GRADO and for the TVC we appointed leading agency Ogilvy. Piyush Pandey came up with the name GRADO.”

He added on saying, “With GRADO we have created a perfect union of luxury fabrics and apparels which is an ideal choice for all occasions. We are extremely honoured to have Bachchan endorse our brand, interestingly, he gave his approval not only because GRADO was backed by the legacy of two big established brands – GBTL-Grasim and OCM, but because he experienced the product first-hand, the fabric, the quality the finesse, the stitching. Once GRADO met his expectation he came on board as GRADO’s the brand ambassador.”

S Krishnamoorthy, Managing Director, GBTL, said, “We wanted to offer the consumers a basket of products whether it’s wool, PV, PV blends, cottons, that reflects premiumness and innovation and strives to bring forth faith in the customer that once you wear GRADO you are in a different league. To bring forth the product attributes and positioning we have on board the legendary Bachchan as the brand ambassador. We are proud to introduce GRADO’s unique features apart from its rich repository of fabrics and apparels, the wrinkle freeness, the lustre so we apply to cotton, that cotton fabrics which is done with an ammonium finish all the wrinkle free properties and the lustre of any other fabric.”

Rahul Agarwal, Director, GBTL, said “GRADO is a premium brand. It has been observed in the Indian market that youngsters dress in blazers co-ordinating the same with a denim or a chino. Keeping this latest trend in mind GRADO has come up with an exclusive segment of blazer fabrics for all occasions. GRADO luxury fabrics along with exclusivity, in design offers great finish and superb lustre.”

Vikram Mahaldar, Managing Director, OCM, said, “To give the launch campaign and the new amalgamation impetus as a part of the synergy, brand ‘GRADO’ from The House of GBTL-Grasim and OCM, is all set to roll out powerful communication, advertising, on-ground and online campaigns and activities ensuring the brand creates a great impact not only in trade but also strives to meet the needs of the end-consumer. OCM’s heritage lies in the pure wool blazer fabric segment and is currently the countries best blazer fabric manufacturer. Since GRADO campaign revolves around the blazer category it will give an additional momentum to the existing market share.”