Siyaram's lost 25% of business during lockdown, expecting better festive season

The brand will be shifting its marketing focus to digital

NEW DELHI: Siyaram’s is looking forward to exploring marketing activities in the coming festive season, starting October, but with a new approach to the media mix, president Shreedhar Soni told on the occasion of a virtual press meet, organised by the brand to announce its ‘Retail Mahakumbh’ initiative.

He shared, “Siyaram’s core marketing activities, as you would have noticed, are mostly centred around the wedding season and the festive season, starting October, which will commence normally as every year. Sure, we have missed our opportunity with the summer sales this year, but we will be sticking to our plans of making the brand popular going ahead. However, we will have a different approach to use the mediums. Greater focus will be moving towards digital marketing. TV and print part will also resume, as we are expecting the market to develop some normalcy by then.”

It is also planning to expand Siyaram’s online business, which currently stands at just 10 per cent. The upcoming ‘Retail Mahakumbh’ will be focussing, among many other things, on training the retailers to promote and sale their products using the digital medium.

VP marketing N Gangadhar added, “We will also be launching some new products in the coming months. As people get more conscious about what they wear and purchase post-coronavirus, we are planning to launch anti-viral and anti-microbial fabrics.”

The fabric is already ready and awaiting some approvals on its efficiency. It will be launched as soon as it gets clearance and the trade channels start moving again.

Additionally, the senior executive team of Siyaram’s also shed some light on how Covid2019 impacted the sector and their business during the lockdown.

President and ED Gaurav Poddar shared, “We were almost non-functional mid-March onwards. There was virtually no production for the past 2.5 months. We lost almost 25 per cent of our business in these months.”

However, he is positive that things will start getting better soon. “Around 150 of our retails shops have already opened in the green zone areas and they are recording somewhere around two-thirds of the normal sales number already, which I feel is not bad.”

He added while exports will take another quarter to get back to normal, the domestic sector will be quicker to improve as there is a lot of pent-up demand among the consumers.

Follow Tellychakkar for the consumer facing news & entertainment

Latest Reads
PepsiCo appoints Wern-Yuen Tan as APAC CEO

MUMBAI: PepsiCo has appointed Wern-Yuen Tan as the CEO for the APAC region, it shared in a press statement. Tan will begin his new role on 15 June 2020 and will be based in Singapore. He will report directly to PepsiCo CEO Ramon Laguarta. He will be replacing Ram Krishnan who will now transition...

MAM Media and Advertising People
Online education, video streaming platforms dominate YouTube ads during lockdown

DELHI: Brands that have their whole service-chain online were the most proactive while advertising on YouTube during the Covid2019 lockdown, a recent study by Germin8, a social media intelligence company, revealed in its "The Surge of YouTube Ads amidst COVID-19" report.

MAM Marketing MAM
Green Trends Salons expecting 60% footfall in first-month of reopening

NEW DELHI: As the country slowly starts taking positive steps towards lifting the Covid2019 lockdown, several states have allowed salon services to resume after two months of stalled operations. However, for an industry that definitely requires human contact to function, there are huge logistical...

MAM Marketing MAM
Forevermark Diamonds Stands by Its Commitment to Protect The Environment And Wildlife This Environment Day

Forevermark, the diamond brand from the De Beers Group believes what they do every day builds a lifetime of moments that will build your Forever. On International Environment Day, Forevermark reiterates their commitment to protect wildlife and keeping responsible sourcing at the very centre of...

MAM Marketing MAM
Dangal launches digital campaign to increase awareness on mental health

Keeping in mind the current situation and to help people cope with issues that are a result of mental health, Dangal, India’s most watched Hindi general entertainment channel launches an integrated digital campaign to create awareness on mental health as a subject as well as to promote positive...

MAM Marketing MAM
Ambuja Neotia wishes Bhalo Theko Kolkata through a music video in association with Alive India

In the past few months, the wellbeing of our loved ones has been one of the top concerns for everyone. Keeping well, safe and healthy has become the common refrain in all our conversations. As we make it through the lockdown and brace ourselves for a new normal and the gradual regularisation of...

MAM Marketing MAM
Stryder unveils refreshed brand logo

MUMBAI: Stryder, a 100 per cent subsidiary of Tata International Ltd, revealed its new visual identity - a more contemporary image that better reflects the evolution of Stryder, its products and its customers. The new image is part of an extensive branding overhaul and in sync with the mission to...

MAM Marketing MAM
Hike hires Seema Chawla as VP and head of marketing

MUMBAI: As Hike inches closer to launching its much-awaited offering HikeLand, India’s homegrown internet startup has hired Seema Chawla as its VP and head of marketing. Chawla joins Hike at an exciting new chapter for the startup, as it is closer to unveiling HikeLand, enabling a new social future...

MAM Marketing MAM
Lay's launches new campaign #Heartwork as ode to unseen heroes

MUMBAI: Lay’s has launched a campaign to share gratitude towards the unsung heroes’ who have brought joy to millions. Aptly titled #Heartwork, this campaign is a heartfelt, emotional ode to each hero in the brand’s supply chain who works relentlessly against all odds to ensure Lay’s brings joy to...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required