SKumars ropes in Sushmita Sen for 'Carmichael House'

Company Release

New Delhi, April 3

S. Kumar’s Nationwide Limited has roped in former Miss Universe and current actress Sushmita Sen to endorse its new brand Carmichael House. The brand will offer total solutions in the home textile segment including bed linen, bath linen, table linen, kitchen linen, curtains & upholstery. Currently the campaign is being shot for print as well as television. The campaign is likely to break around mid April.

There is a tremendous gap between the growing demand and the supply of quality products in the home textiles segment. SKNL with its thorough understanding of the Indian customer and proven expertise in the textile sector is going to offer total solutions for the Indian home. The brand will be available through multi-brand outlets, large format stores as well as exclusive brand outlets.

The decision to use Sushmita was arrived at after considering a number of strategic issues about the brand. Firstly, Carmichael House offers international quality that the Indian household seeks but is unable to find in the market. Secondly, the consumers will now be able to coordinate a theme for their home by purchasing all home linen from a single source. And thirdly, a team of highly experienced designers skillfully blends the latest international trends with Indian requirements. Clearly the brand will offer unique & latest trends for the home and Sushmita is an icon that stands for international styling. Additionally, women (our primary audience) look up to her on style issues while men (our secondary audience) admire her style.

A few other names were also discussed internally, but given the synergies between the brand and the iconic style status of Sushmita, the decision the use Sushmita was a unanimous one. A multi-media brand campaign was then developed with her in mind and will break around mid April.”

Sushmita’s popularity in metros as well as smaller towns will be an added asset in building the brand popularity across India. The brand will be launched on a National basis and will be available in all leading home-textile outlets in 85 cities across the country. Additionally, with 30 exclusive brand outlets planned over the next six months, the Indian home textiles buyer is definitely going to feel pampered with the launch of Carmichael House.