In the absence of hallmarking or similar protection, many jewellers defrauded customers in the 90s by palming off gold of lower purity, while selling it as 22 carat. “We were up against a mindset that believed implicitly in the family jeweller. One didn’t go window shopping for jewellery, you went to the family jeweller and he made jewellery for you. We didn’t have the skills to produce Indian jewellery and gem-set products” explains Xerxes.
The image of a watch was pretty much entrenched in people’s minds: they were regular, round or square, with different coloured straps, and that was it. Simeran suggested that Fastrack be positioned as a fashion accessory and as such, the watches in this collection ‘should not look like what a watch looks like.
“Eyewear was not entirely a novel idea. But I had to convince the internal team of its business potential because none of them wore glasses. They saw prescription eyewear as a health issue and their argument was that we were more in the style segment” says Ajoy. It took a lot of convincing on Ajoy’s part to make his colleagues understand that wearing stylish spectacles was as much a style statement as anything else.
At the new business development group, we were looking at multiple projects and the fragrance category was one of the stronger projects with a clear value proposition for premium customers who were beginning to spend a large discretionary income share on “looking and feeling good”. The business model had to reflect the taste of consumers who were high-fragrance users in their daily lives, right from dhoop and agarbatti to flowers.