Bombay Dyeing launching e-com site to target youth; may expand to home furnishing & decor segment

Wadia group's textile firm Bombay Dyeing is planning to launch a full-fledged cell phone friendly virtual platform, including mobile apps. The launch will happen within two months, as per a Times of India report citing the company's head of brand communication and marketing, Devleena Sashital.

The company had earlier launched a beta version of the site Mybombaydyeing.com with five categories including bed, suiting & shirting bath, mattresses, and school uniforms. It is also selling products through online marketplaces like Flipkart, Jabong and FabFurnish, among others.

"Currently, we sell just four per cent of our products through the e-commerce segment. Looking at the great demand, we are aiming at selling 10 per cent of our products through this channel by the next fiscal," said Sashital.

Expressing intent to attract the youth with the move, Ashok Kaul, CEO- retail at Bombay Dyeing, said, "We need to make a product range which is more relevant, progressive and has a deeper connect with the youth. For the last one and a half year, we have been reaching out to this segment's requirement and trying to provide more appeal through a contemporary product overhaul."

Bombay Dyeing is planning to unveil 50 more company-owned 'signature and model' retail outlets this fiscal, taking the total number to 400. It also plans to expand its horizon from bed-and-bathroom to a broader and complete home furnishing-to-decor segment.