Emmanuel Silks on offensive

Thank god the marketing blitzkrieg by Emmanuel Silks is over. The brand ambassador Shah Rukh Khan was on all advertising mediums (except social media) inviting people for inauguration of their branch in Kochi. Kochi was on a roll.

Textile retailing in Kochi is an attractive market dominated by Jayalakshmi and Seematti for decades. They make the weddings happen in and around Kochi. Many players entered the market in the last 5-8 years like Kalyan, Chennai Silks and Joyalukkas. But none of them can claim to have made large enough market for themselves. They are well known brands but still most of the prospective customers are lenient towards Jayalakshmi or Seematti. This could be a wrong footed prediction but I believe Chennai Silks will close their branch in Kochi soon.

There was a brand called Remanika that came up in 90s next to Seematti with much fanfare. They closed down with in one year. History tells that in last 25 years there was none who gave a decent fight against Jayalakshmi and Seematti. Parthas, equally old brand which used to be up to them, is gradually losing their ground.

Entry of Emmanuel silks is noteworthy here. They are riding on the biggest ever marketing campaign. The results are seen now. Many of my friends and relatives had been to showroom and they are happy with the experience and products offered. Roads were choc-a-bloc around their showroom during Christmas holidays. Parking lots were full. Emmanuel offers a mall like experience for customers which is unique. Showroom just outside the city heartland could well be preferred by many.

The question remains, will this David overpower Goliaths in town? I doubt. Emmanuel Silks is relatively a newbie. They could have been more prudent while spending for their inauguration. It was very well over the board. They virtually blinded prospective customers with their campaign. They could have spent the money wisely over a longer period of time for better results. Given that, I agree they had a good start which took the imagination of all prospective customers. Now will they be able to shake market leaders? I would love to see it.