Riding New Frontiers

The motorbiking community has a lot in common with cowboys. Nitin Chhabra tells us how, through tailored messaging, they're getting Wrangler to resonate with the Indian audience.

In the 1940s, Wrangler gained notoriety for its innovations in denim for cowboys - rear pockets positioned for comfort in the saddle, zippers and the use of a strong tack in the crotch. Over the years, they've had to redefine and reinvent offerings to suit the modern-day consumer. Nitin Chhabra, Chief Executive Officer at ace turtle (the exclusive licensee for Wrangler in India), tells us how they've altered the brand messaging to resonate with the Indian market. He also gives his unique take on digital marketing becoming impersonal and the implications of growing ticket sizes in smaller towns.

Excerpts from the interview...

Q. How does Ace Turtles pick brands to launch in India?

A. Our selection criteria are based on three parameters - one of them is that the brand should have awareness in India. This is important because it helps us scale faster and keep the customer acquisition costs lower. Next, we should have rights and access to global designs along with the freedom to design and manufacture locally. Lastly, the brand should be able to hit a 100-crore run rate within two years.

Q. What are some qualities of good denim for an Indian consumer?