Siyaram Silk Mills Ltd. has signed up young boxing sensation Vijendra Singh to boost its latest product offerings – Messari, Elanta and Tropez suitings.
The new product lines will be endorsed by Vijendra Singh, who currently is a global phenomenon with a personality complementing the brand offerings – contemporariness and vibrancy. Vijendra joins the Indian cricket captain M S Dhoni who will continue to be the face of the corporate brand Siyaram’s to hold the brand mantle high.
Siyaram has always been in the forefront of recognizing and promoting sport and sporting talents. It has associated itself with cricket and also tapped the potentially rich sporting domains like lawn tennis, athletics and now boxing where India has made a mark for itself on the world map.
Prominent sporting personalities like Dhoni, Boris Becker, Leander Paes, Mahesh Bhupati, Geoffery Boycott have proudly associated themselves with Siyaram’s, and so also Bollywood hotties like Bipasha Basu, Lara Dutta, Dino Morea, Dia Mirza, etc.
With these new product lines Siyaram plans to target Rs. 50-crore sales in the next 12 months and will be marketing them at a national level through its strong pan-India distribution network.
Speaking on the occasion, Mr. Ramesh Poddar, Vice Chairman & Managing Director, Siyaram Silk Mills Ltd., said: “Vijendra Singh is the perfect choice for our dynamic new product lines. His popularity among the masses has touched new heights post his success. He is the son-of-soil and a global phenomenon, thereby lending character to our brand positioning “coming home to Siyaram’s’.”
A jubilant Vijendra Singh said: “I am delighted to be a part of a brand that enjoys such enormous credibility and brand history. I am also very excited to join a list of stellar giants who have carved their success stories and have made India proud. And have great pleasure to be associated with a brand that recognizes the same.”