Diesel has been trying to enter India for a long time and its last attempt to tie up with Arvind Brands in India for a foothold in this growing market for luxury goods fell through.
However, Diesel has finally tied up with Reliance Brands Ltd – a branch of Reliance Industries Ltd(largest private sector group in India). and is launching in the 3rd week of March.The company – Diesel Fashion India Reliance – will initially open 5 stores in India with two in Mumbai and one each in Delhi, Hyderabad and Bangalore.
Diesel shall position itself in the super luxury segment and compete with brands like Hugo Boss , Paul Smith etc. Though the range starts from Rs 2,000/ (about USD 50) and goes upto Rs 50,000/- (about USD 1100 !) , the average price of the jeans will be in the range of Rs 8000 (about USD 170) to Rs 17,000(USD 370).
The price segment that they have selected is quite high for the Indian market and it remains to be seen whether the Indian customer will be sufficiently drawn by the Diesel mystique to dig so deep into their pockets.
Diesel is used to come out with provocative ads . It has recently launched its ‘Be Stupid’ campaign and plans to use this campaign to promote its debut Spring-Summer Collection 2010 in India.
CEO Mr Darshan Mehta says
“We’ll throw cool parties, we’ll shock and provoke the consumer, we’ll touch them at points that are most unexpected,…”. We’ll juxtapose ourselves in situations where suddenly, being stupid makes so much sense.
Its a strange coincidence that the Diesel ‘Be Stupid’ campaign rings in somewhat similar connotations as does the message from most popular and highest grosser Indian movie of all times ‘Three Idiots’ which was launched only a two months ago. Will Diesel be able to get some advantage from the ‘Idiots’. Here is a small video from the ‘Be Stupid’ campaign from Diesel.
So, will Diesel be able to sell ‘Attitude’ in India ? Your guess is as good as mine.