Nilkamal to initiate creative pitch

Moulded furniture and material handling solution provider Nilkamal is set to initiate a creative pitch soon. The process is mainly for its upcoming BTL (below the line) communication efforts.

Ishetta Nathuramka, senior executive, sales promotion, furniture division, Nilkamal, says, "This is primarily a BTL pitch with focus on execution."

The authorities are looking for a creative agency that has pan-India presence. The selected agency will be required to work on Nilkamal's product portfolio under the furniture division as well as on its new retail chain, Home Ideas. This sub-brand currently has presence across India through 14 operational stores; many more are currently in the pipeline.

It is also learnt that the pitch process will be kick-started a few weeks from now.

Nilkamal, conventionally known for its plastic furniture offerings, has forayed into complete home and office furniture a few years ago.

The company also has a home décor retail brand called '@home', with 18 stores across the country.

Nilkamal, that has 17 branch offices, 10 manufacturing units and 37 warehouses, exports its products to more than 45 countries across the globe.