UK Brand’s India entry strategy

UK’s jeans brand VOI, wanted to enter Indian market, but were unsure of the essence and characteristics of this segment and the target audience. WSBC in association with H2O Advertising did a comprehensive study about the market and helped VOI to establish its launch pad in Bangalore market and later spread wings to various other locations. Consumer research study and the market trends in the jeans wear category were done using some of our proprietary tools. This helped the brand in finding a unique positioning and a strong foothold in the 52 Billion domestic market which is growing at 12% per annum. Today, VOI jeans has evolved from a shop-in-shop concept to excusive outlets format. It’s expanding fast and is becoming a very popular brand in the Indian denim market.