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The Textile Magazine
NOVEMBER 2011
OCM’
revamped brand
strategy
OCM India Ltd., a prominent
men’s apparel fabric manufacturer
and retailer and a part of WL Ross
& Co. LLC, has unveiled an im-
age makeover with a fresh and new
brand identity. This is the frst ver-
sion of OCM’s brand revamp ever
since inception of the company in
1924.
The new OCM brand identity was
unveiled by Mr. SK Singhal, Chief
Executive Offcer, OCM India Ltd.,
to stir up the evolution that the com-
pany has gone through the last 86
years of its existence.
Mr. Singhal joined OCM in March
2011 to take the company to the next
level with his visionary approach.
Prior to this, he served the textile
major Raymond for over 30 years.
A seasoned textile industry profes-
sional, he is known for setting many
benchmarks in the industry.
Mr. Singhal said: “Our new and
evolutionary brand identity reinforc-
es our frm commitment and emu-
late image of our strategy. We are
very excited to have a new enhanced
brand identity as OCM continues to
innovate and scale new heights. The
fresh drape image denotes our core
expertise and frm focus in the feld
of textile.”
The new brand identity draws in-
spiration from free fowing drapes
signifying freedom and unrestricted
spirit of today’s men who defne
their signifcant moment in their
own terms. It also suggests the
brand’s dynamism and ability to
evolve with the time.
A comprehensive market research
study was commissioned by OCM
and carried out by Leap Frog. The
pan-India research in eight cities
helped OCM to understand its com-
petitive landscape and envisage its
new identity and brand promise. The
fresh look goes with a new direction
for the company as it makes its way
back from its 87-year history.
OCM is also gearing up for a
major expansion plan, with a new
product portfolio and upgradation
of its manufacturing plant in Amrit-
sar. For the frst time the company
is coming out with the Burlington
premium range, keeping in mind the
fne taste of luxury of an OCM cus-
tomer.
“The new identity introduces a
certain element of liveliness and
captures the very essence of how
we operate at OCM. This is not just
‘let’s wake up one day and change
our identity’ style of marketing, but
rather a game changing strategy with
real, on-ground changes in product
innovation, exploring new markets,
fresh product offerings and energiz-
ing the trade channels. We did an
in-depth study nationwide to under-
stand various facets of the brand and
come out with our campaign that is
breaking soon”, Mr. Singhal added.
With this, OCM aims to widen its
customer base, especially the young
India that demands to underline and
expand each turning point in his life
and turn it into a standout moment.
The company’s high fashion fabrics,
specially designed and manufac-
tured for the astute Indian customer,
come in novelty blends like wool
silk, wool linen and wool mohair.
w
Mr. SK Singhal,
Chief Executive Offcer, OCM India Ltd.
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