Diesel sets its sights on India

Italian brand Diesel wants to replicate its success in the United States in India. The company recently opened its second store in Mumbai.

The company's founder and chairman, Renzo Rosso, said he intends to maintain the same pricing and positioning that the brand has in other markets. As in the West, the brand will be in the high-end in India, with prices starting at 7,000 rupees (110 euros).

The company's first store, located in the Lower Parel area of Mumbai, reached its sales target already after its first month of opening. Diesel operates in India through a 51:49 joint venture agreement with Reliance Brands and plans to open 20 stores in the next 3 years.

Diesel has therefore decided to open up the gas and increase its sales by increasing its offerings in the Indian country. On the strength of its brand identity, Diesel is indeed aiming to cater to that new consumer segment that is growing faster and faster. Indeed, large investments in infrastructure, health, and culture is leading middle class people to become increasingly affluent. International brands such as Diesel, but so are all other Italian companies interested in increasing their profits, are therefore increasing their percentage of exposure to the Indian market through long-term infrastructure investments. We would not be surprised to see other major well-known Italian brands follow Diesel and penetrate the Indian market.

Yet another factor that demonstrates that India is an extraordinary growth market that companies would do well not to miss. Write to us to learn more about the content of this article and to receive a free, personalized initial consultation.

Source: Indian News 24

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