SKNL betting big on World Player

MUMBAI: S Kumars Nationwide ( SKNL) is the latest to bet big on its bottom-of-the-pyramid brand for men — World Player.

Launched in Kerala in April, the apparel and accessories brand offers products priced between Rs 99 and Rs 499, and is now present in over 600 outlets across Kerala, Karnataka, Andhra Pradesh and Tamil Nadu. As a part of its aggressive marketing strategy, SKNL will now focus on smaller towns and extend the footprint of the brand to 15 states by year-end.

“We have allocated a large budget for marketing and communication,” said Ashesh Amin, president, apparel & retail, SKNL. The company is also planning to rope in Sachin Tendulkar as brand ambassador for World Player, say industry sources.

At present, the brand offers shirts, trousers, t-shirts, denims and accessories for formal, casual and special occasions. It plans to introduce products for women and kids by next year.