Gifts Today magazine

Clay Craft India re-introduces JCPL brand

India’s leading manufacturer and retailer of Fine Bone China and ceramic tableware introduces more than 400 products in re-newed brand

Clay Craft Group, India’s leading manufacturer and retailer of Fine Bone China and ceramics tableware, after its recent acquisition of the branding and marketing rights of Jaipur Ceramics Pvt Ltd, has announced to re-introduce the brand yet again in the market through e-tail and retail business.

Clay Craft Group’s strategy to re-introduce JCPL brand through e-tail and retail business will give a facelift to Clay Craft Group’s market share globally. This strategic move of Clay Craft Group will see a parallel branding of JCPL’s products along with its own products being marketed in the network countries that were acquired through strategic acquisition of production and marketing rights of JCPL.

Mr. Rajesh Agarwal, Managing Director, Clay Craft Group, says, “Our Company is constantly at par with its competitors to create its mark in the fine bone china manufacturing and retailing sector. We have reintroduced a 25-year-old brand, JCPL. The recent acquisition of branding and marketing rights of the JCPL was a strong move to enhance the market visibility of Clay Craft Group on the whole. To compliment this, we also announced the introduction of 400 new range of products and expansion plans to increase our presence in 36 countries vis-à-vis existing 22 countries that we have our presence in. We have stepped up our production capacities by 15-20 % after the re-launch of JCPL products in the market; increasing our overall turnover. With the re-introduction of JCPL brand, our strategic move will be to open more outlets with both Clay Craft Group products and JCPL brand products."

The market positioning of JCPL will be, retaining the brand name and re- introducing the products in their existing markets and newer markets under the forte of Clay Craft Group, allowing the brand to get a better exposure through Clay Craft Groups strong distribution channels.

Mr. Rajesh Agarwal, Managing Director, Clay Craft Group also said, “We will introduce more than 200 products under JCPL brand for a re-defined target segment. Our group also plans to redesign its marketing strategy to make it a profitable brand. We have redesigned the packaging where the products will now be offered to our consumers in wooden boxes providing more safety to the products against damage. The re-introduction of JCPL brand in the market will definitely prove to be a boon for our

Group’s brand and will allow us to explore newer and larger markets. We intend to increase our market share with this move and also capture more shelf space. Our next generation management team intends to take the JCPL brand to the next level and would also work to create an awareness of its ability on e-tail channel and through other hybrid channels.”

Clay Craft Group today stands at Rs. 200 crore and intends to grow at 35% by FY15-16. The group now has three brands under its name, Clay Craft, range of Fine Bone China, Crown Craft, offering premium plastic ware and Thermoware and Jaipur Ceramics Pvt Ltd., Asia’s largest bone china manufacturer now manufactured, branded and marketed by Clay Craft Group. The Group has a tie-up with 7 e-tail partners, 15 top retail brands and more than 150 channel partners.


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