Menswear brand Indian Terrain has signed MS Dhoni as its Brand Ambassador on a two-year contract, a bid by the Chennai-based company to parlay the cricketer’s appeal among youngsters into a branding push as it pursues a wave of growth through multi-channel retail strategies.
The company’s Founder Chairman Venky Rajagopalan, at an event in Chennai, said: “Our brand is represented by the ‘Spirit of Man’ logo and we believe that Mahendra Singh Dhoni truly exemplifies all the attributes that our brand stands for.”
Menswear maker Indian Terrian is pursuing increased online sales through multi-brand e-tailer platforms and on its own website launched recently even as it doubles up on physical, franchised stores in an omni-channel retailing strategy push, top executives said at an event in Chennai on Monday.
Speaking to ET on the sidelines of a brand event, Charath Narasimhan, CEO of Indian Terrain Fashions, said online platforms contributed to 14% of company revenues during the fiscal year 2018-19. He expects the proportion to reach about a fifth of revenues over the next three years.
Narasimhan said platforms such as Myntra-Flipkart, Amazon, Jabong, PayTm currently retail Indian Terrain garments. Additionally, unique web sites catering to clothing for kids have also retailed the company’s wares. The company’s own website, begun in March this year, will also enable Indian Terrain raise its digital presence. “Still early days but it is picking up fast.,” Narasimhan said about sales on the company’s web site.
For Dhoni, the Indian Terrain association follows a tie-up with another Chennai-based company Bharat Matrimony, which also involves TV and digital commercials with the veteran sportsman.