O&M bags Oswal's retail brand, Straps

The size of the business is estimated to be Rs 4-5 crore

The Oswal Group has renamed its women’s innerwear retail store, Sensa, as Straps. The company has not only rebranded its retail outlet, it has also changed the custody of the brand. The business has now moved to O&M from Out of the Box, the agency promoted by Viral Pandya.

The size of this business is estimated to be Rs 4-5 crore.

Adish Oswal, managing director, Oswal Retail, says, “We needed more mature inputs from the agency and O&M certainly has the experience for it.”

There was no official pitch called for the business. Sanjay Thapar, O&M, says, “We were able to get the business on the basis of our unconventional way of looking at the brand.”

He says that O&M has just completed work on the brand proposition and strategy.

Thapar says that the agency will soon start working on the creatives. The mandate for O&M is to reposition the brand completely.

For the record, Sensa, now called Straps, is a multi-brand retail outlet of the Oswal Group, a textile conglomerate in India. These intimate wear retail outlets were launched beginning December 2004 as the first ever specialised stores in the country.

In the same year, AO’S, a ready to wear women’s and men’s casual wear brand, was also launched by the Oswal Group to cater to the growing ready to wear fashion apparel market.

© 2006 agencyfaqs!