The Hindu Business Line : Cellulose fibres maker Lenzing scouts for brand ambassador

LENZING, the world leader in cellulose fibres, is scouting for an advertising agency and intends appointing an India-specific brand ambassador for its speciality fibres.

According to Mr Pradeep Roongta, Managing Director, Stuti Exports, the sole agent for Lenzing in the country, "Lenzing is on the look out for a brand ambassador for India. The company has already short listed some of the big advertising agencies and an ad budget is likely to get finalised next year for the country."

The fibre-making company had in the past appointed model Naomi Campbell as its international brand ambassador but of late the company and its brand is devoid of a face.

Adds Mr Roongta, "Today the company has taken a decision to appoint region specific brand ambassadors for its fibre brands. Naomi Campbell is no longer its international brand ambassador and the company is already scouting for a celebrity in the Indian market."

With intentions of floating a subsidiary company in India, Lenzing AG is now reinforcing its sales and marketing functions in the country. "Lenzing will shortly be opening an office in the country and is in the process of clearing the legal formalities . The company is expected to provide technical support to the existing operations in the country," says Mr Roongta.

Lenzing is currently selling its three branded fibres — Lenzing Modal, Lenzing Viscose and Tencel. Among the three, it is the Modal fibre, which is largest selling in the country. "Currently we are selling one thousand tonnes of the fibre and Modal generates the largest demand in the country," claims Mr Roongta.

In India, Lenzing is currently selling the Modal fibre to companies such as Sutlej Industries, Rajasthan Spinning and Weaving Mills, The Laksmi Mills and Vardhman Spinning & General Mills, among others.

Steep import duties have forced the company to sell its fibres at a premium in the country. "In India the import duties on these fibres is almost 50 per cent higher than in other markets," states Mr Roongta. Lenzing has been selling its speciality fibres through Stuti Exports for the past four years and has been co-branding its fibres with textile players such as Madura Garments and Raymond.

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