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Future Group ropes in ‘dreamgirl’ for brand ‘Dreamline’

The brand will be positioned as “added value” products within all the home categories and will be priced competitively in the market

Future Brand, a part of the Future Group, has launched its first brand, Dreamline, for the home category. Hema Malini has been roped in as the brand ambassador for the same.

The brand will be positioned as “added value” products within all the home categories and will be priced competitively in the market.

Kishore Biyani, MD, Future Group says, “Dreamline will cater to the needs of masses. The Indian market offers wide scope for value proposition products, and we see a huge potential to grow in the home category.”

Future Group ropes in ‘dreamgirl’ for brand ‘Dreamline’
Hema Malini
Dreamline products will be made available through various formats of Pantaloon Retail such as Big Bazaar and Food Bazaar.

Santosh Desai, CEO, Future Brands, adds, “The actress is a symbol of empathy and good taste. Her dignity and understanding of what a home means, would be able to help her connect with the target group in the easiest possible manner.”

Dreamline is a brand licenced to Pantaloon Retail, which will enter the market with a wide range of products in the categories of kitchenware, bed and bath linen, furniture and home décor. Initially, the company will introduce its products in the first two categories under the brand Dream Kitchen and Dream Bed & Bath. The other two categories under the brand - Dream Furniture and Dream Décor - will be launched later in the market.

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