What: The house of GBTL-Grasim and OCM announce Amitabh Bachchan as the brand ambassador of the newly launched luxury fabrics and apparel brand – Grado.
Who: Amitabh Bacchan is a leading Indian actor.
The collection: Grado will cater to maximum product segments and across a range of price points offering something for everyone. The brand offers a rich repository of fabrics and apparels in wool, wool blends, PV, PV blends and cottons.
Bytes: Rajendra Agarwal, Mentor, said “We are extremely excited to announce the launch of Grado from The House of GBTL-Grasim and of OCM. 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 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 and 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 brand ambassador.”
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 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.”
Commenting on the occasion, brand ambassador Amitabh Bachchan said, “I am happy for the 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.”
Vikram Mahaldar, MD, OCM said, “To give the launch campaign and the new amalgamation impetus as a part of the synergy, Grado is all set to roll out a powerful communication through 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 country’s best blazer fabric manufacturer. Since the Grado campaign revolves around the blazer category it will give an additional momentum to the existing market share.”
About OCM: OCM is the 2nd largest manufacturer of worsted fabrics in India. The company’s ownership now lies with the promoters of Donear Group. OCM have an employee base of over 1500 people and a 37-acre new generation complex.
About GBTL: 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 manufactures polyester viscose fabric and its blends (linen, stretch, etc.) and cottons. The company has an annual fabric manufacturing capacity of over 20 million metres. All its products are predominantly polyester or rayon blended and cotton, for men’s formalwear, and womenswear segments.