Law & Kenneth bags Spencers' private labels

Law & Kenneth, Kolkata has bagged the creative business for the private labels of Spencer's Retail. The agency won the business following a multi agency pitch. Grey, Kolkata was the incumbent agency on the business.

Jiten Bhagat, vice-president and branch head, Law & Kenneth Kolkata, confirms the news to afaqs!. "Considering the needs of the brand, we will look at providing solutions essentially in the area of packaging, in-store placement and in-store activation for the various products offered under the private label business of the food and non-food segment of Spencer's."

Talking to afaqs!, Sanjay Gupta, vice-president, general merchandise, Spencer's Retail, reveals, "We aspire to take the private label to the next level. An understanding of this part of the business brings out that apart from high quality products, it is extremely essential to look at high quality packaging.

Amongst the private label businesses of Spencer's, the broad heads include food, non-food and apparel. Law & Kenneth will be in charge of the food and non-food segments.

Amongst the non-food items, Spencer's has private labels in home furnishings, personal care, household plastic, stainless steel utensils and home cleaning items (mops, brushes, brooms, floor cleaners, glass cleaners and air fresheners).

In food items, Spencer's has private label banners in categories such as pulses, snacks, spices, jams, squashes and bakery goods.

Gupta reveals that below-the-line and sampling is the way ahead for Spencer's for its private label business. "Especially in the food segment, it is extremely essential to induce trial - it is driven by taste, quality and prices."

Private label is a nascent proposition in India. Abroad, brands such as TESCO and Wal-Mart generate about 30-40 per cent of their revenue from private labels.