OCM India Ltd., a prominent men’s apparel fabric manufacturer and retailer and a part of WL Ross & Co. LLC, has unveiled an image makeover with a fresh and new brand identity. This is the first version 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 Officer, OCM India Ltd., to stir up the evolution that the company 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 professional, he is known for setting many benchmarks in the industry.
Mr. Singhal said: “Our new and evolutionary brand identity reinforces our firm commitment and emulate 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 firm focus in the field of textile.”
The new brand identity draws inspiration from free flowing drapes signifying freedom and unrestricted spirit of today’s men who define their significant 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 competitive 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 Amritsar. For the first time the company is coming out with the Burlington premium range, keeping in mind the fine taste of luxury of an OCM customer.
“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 energizing the trade channels. We did an in-depth study nationwide to understand 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 manufactured for the astute Indian customer, come in novelty blends like wool silk, wool linen and wool mohair.