The House of GBTL-Grasim & from The House of OCM Announces Mr. Amitabh Bachchan As The Brand Ambassador of the Power Brand – GRADO

‘GRADO’ from The House of GBTL-Grasim & from The House of OCM offers:

         Maximum product segments across a varied range of price points thus we address every consumer need under the brand name ‘GRADO’

         A rich repository of fabrics and apparels to choose from, namely, Wool, Wool blends, PV, PV blends and Cottons

by Shrutee K/DNS

Mumbai: Scaling new heights, industry pioneers, The House Of GBTL-Grasim & OCM announces 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, Mr. Amitabh Bachchan as the Brand Ambassador, Brand ‘GRADO’ is all set to usher a successful new wave in the Luxury Fabrics & 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 different 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 Power Brand ‘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, the Brand Ambassador of the Power Brand, ‘GRADO’, Mr. Amitabh 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.” Mr. Rajendra Agarwal, Mentor, said “We are extremely excited to announce the launch of GRADO from The House of GBTL-Grasim and of OCM. We undertook great research for creating the power brand GRADO and for the TVC we appointed leading agency Ogilvy. Mr. 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 Mr. Amitabh 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 & 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.”

Mr. S.Krishnamoorthy, MD, GBTL said, “We wanted to offer the consumers a basket of products whether its 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 Mr. Amitabh 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.” Mr. 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.” Mr. Vikram Mahaldar – MD, 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 & 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.”

 About OCM

Well revered for its quality and a leading name in the fabrics, apparel and fashion industry, OCM began its journey in 1924. In 1972, it forayed into manufacturing worsted fabrics for the Indian and overseas markets. Today, the Company’s ownership lies with the promoters of the Donear Group. With the factory in Amritsar, Punjab, and the Corporate Office in Delhi, OCM is the 2nd largest manufacturer of worsted fabrics in the country. With an employee base of over 1500 people working relentlessly towards achieving customer satisfaction, OCM resides in a sprawling 37-acre new generation complex. There is a distinct advantage of processing an in-house single-roof facility for every process – from fibre to fabric– through the stages of recombining, spinning, weaving, dyeing and finishing. To ensure the premise of ‘quality fabrics, quality finish’, the in-house Quality Assurance Laboratory has successfully obtained accreditation from NABL - National Accreditation Body for Testing and Calibration.

About GBTL – Ltd (Formerly known as Grasim Bhiwani Textile Ltd.)

GBTL is a pioneer in both fashion and technology, and stays ahead of the curve with an in-house design and development team. The manufacturing facility, located at Bhiwani, Haryana in India is equipped with state-of-the art facilities to manufacture Polyester Viscose Fabric and its blends (linen, stretch, etc.) and cottons, which runs in a 24*7 mode to cater to the business needs. The manufacturing facility not only produces quality fabric and yarn; the technology and processes used by us have been enhanced keeping in mind the business needs and the ongoing latest trends both in fashion and in technology. It is the first choice for both fabric and readymade garments.

The Design Centre is equipped to conceptualize and develop our own designs which have been appreciated by the customers. We have our own pool of Design professionals who after a detailed market study and feedback develop designs and concepts to cater to the latest fashion and business trends. With an annual fabric manufacturing capacity of over 20 million meters, all the products are predominantly polyester or rayon blended and cotton, for men's formal-wear, and women’s wear segments.