
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?
Bu hikaye The Free Press Journal dergisinin November 25, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye The Free Press Journal dergisinin November 25, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap

ISRO-SCL jointly develop 32-bit microprocessors for space apps
ISRO's Vikram Sarabhai Space Centre and Semiconductor Laboratory (SCL), Chandigarh have jointly developed 32-bit microprocessors -- Vikram 3201 and Kalpana 3201-- for space applications, the space agency has said.

Porvorim's elevated corridor work races ahead, but commuters face daily ordeal
Motorists struggle with poor service roads, dust and congestion

Cops bust drug cartel, arrest two SA nationals
GIANT HAUL

BSY: BJP Will Come to Power in Days Ahead
\"The atmosphere is very much in favorable for the BJP and we are making honest efforts in that direction\"

82% Bodo Accord implemented: HM
TARGET | 100% execution in 2 years, says Shah

Norris wins wet and wild Australian Grand Prix
McLaren's Lando Norris has won a chaotic rain-affected Australian Grand Prix, his first at Albert Park, with the Brit just managing to stay ahead of Red Bull's Max Verstappen following a third safety car late in Sunday's race.

U'khand minister quits
Uttarakhand minister Prem Chand Aggarwal resigned from the Cabinet on Sunday, weeks after his remark in the assembly on people from the state's hill regions had sparked protests.

Total FA Register Big Win
SPORTVOT X FPJ | They Hammer Vasai Virar UFA 3-0
Desperate outburst
The Bharatiya Janata Party's (BJP's) Suvendu Adhikari, Leader of the Opposition in the West Bengal Legislative Assembly, made a statement at the gates of the House precincts that sounded suspiciously like hate speech.

Nine Killed in Gaza Strike
At least nine people have been killed and several injured in an Israeli strike in Beit Lahia, northern Gaza, the enclave's Government Media Office has said, making it the deadliest incident since a ceasefire went into effect in January.