• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Ajita Shashidhar

NEW DELHI, Feb. 6

FOR all those macho men who dream about owning a Harley Davidson bike and wish to possess the brand's range of sporty accessories, there is some good news.

The $300-million Viva International Group, which is the master licensee for Harley Davidson eyewear, with a distribution network in 67 countries, is going to launch its products in the Indian market.

The Harley Davidson eyewear products, which include both sunglasses as well as optical frames would be distributed in India through Colorsoft Lens India Ltd, which is going to be the product's exclusive distributor in India.

Speaking to Business Line, Mr Conrad Blandford, CEO (Asia, Australia and the Far-East), Viva International Group, said that the company, which looks at India as a market with tremendous potential, plans to kick off an aggressive marketing campaign. "Our marketing campaign in the first phase of our operations, between March and April, would include in-store promotions as well as promos through the print medium in Mumbai and Delhi."

The company is also looking at cross product promos, which will enable consumers to access the other Harley Davidson accessories, such as T-shirts, gloves, leather jackets, after-shave lotions and so on. "Apart from this, we are also going to look at associating ourselves with major sporting events in the country," said Mr Blandford.

He said that the company in the first phase of its operations in India would concentrate on 150 top multi-brand retailers in the country in the cities of Delhi and Mumbai, and move to Chennai, Bangalore and Kolkata in the second phase. "The business for branded eyewear in India is being primarily driven by the metro cities, and that is why our focus would be on the retailers in these cities," said Mr Blandford.

The Harley Davidson collection which would hit the stores in March this year, would be priced between Rs 2,800 and Rs 3,500.

"We are going to be the most affordably priced international eyewear brand in India," he said.

Mr Blandford said that the major constraint for the international eyewear brands in India is the 57 per cent duty imposed on these products.

"India has the highest duty structure worldwide of 57 per cent, whereas in other countries it is around five per cent," he said.

Viva International, according to Mr Blandford, controls almost 35 per cent of the world's optical business, which is close to $6 billion. The company has manufacturing facilities in countries such as Brazil, France, Italy, Japan, China and Korea.

Article E-Mail :: Comment :: Syndication

Stories in this Section
Reliance WLL offer queers cell pitch

Copyright © 2003, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line