Dr Puja Vora

 Introduction

Only Vimal- the brand started by Late Shri Dhirubhai Ambani in 1975. It is a well-known brand among middle-class households of India. It was selling almost everything in fabric for men, women, and children.

Overview 

The great visionary Dhirubhai Ambani founded Reliance as a textile company and led its evolution as a global leader in the materials and energy value chain businesses.

He is regarded as an icon for enterprise in India and epitomized the spirit: ‘dare to dream and learn to excel’.

The Reliance Group is a living testimony to his indomitable will, single-minded dedication, and : unrelenting commitment to his goals.
The Naroda Manufacturing Division, located near Ahmedabad, Gujarat, is RIL’s first manufacturing facility. This textiles and fabrics manufacturing facility manufactures and markets woven and knitted fabrics for home textiles, synthetic and worsted suiting and shirting, ready-to-wear garments, and automotive fabrics.

The complex represents the largest investment in the textile industry at a single location. The Naroda complex is India’s most modern textile complex – a recognition bestowed by the World Bank.

In certain parts of the country, the fabric manufacturing complex, with the brand name Vimal, continues to be synonymous with Reliance Industries Ltd.

The umbrella brand Vimal later on became the iconic brand, Only Vimal, and was one of the first textile brands to reach consumer eyes and ears in a huge way. Only Vimal is also regarded as one of the first major retail chains of stores to be set up across the country.

The activities at Naroda complex, since its inception, have also witnessed substantial growth. Fabrics of various types – suiting, shirting, home textiles – are manufactured here. The most distinctive feature of Naroda complex is that the varied product groups manufactured, requiring different creative techniques, are all housed under one complex. This feature of Naroda is without a parallel.

RIL Textile Division continues to maintain a technological edge and continues to enjoy the status as one of the most modern, state-of-the-art textile plants in the country.

RIL Division is a vertically integrated plant consisting of both synthetic and worsted yarn manufacturing, weaving, and finishing for catering to the fashion-oriented requirements of men’s suits, trousers, and shirts. The second thrust area, automotive furnishing, consists of Jacquard weaving, knitting, and finishing lines.

RIL Division’s thrust has always been for qualitative production in a safe and environmentally friendly atmosphere. (source: https://onlyvimal.co.in/about-us/)

Market strategy

 Here is the key aspect of the Vimal brand and how it got positioned the brand.

1. Celebrity Endorsements (1980s-1990s)

One of the most significant components of Vimal's marketing strategy was the use of celebrity endorsements. In the 1980s and 1990s, Vimal created iconic advertising campaigns that featured prominent Bollywood stars. Celebrities like Amitabh Bachchan and Shahrukh Khan helped elevate the brand’s image, making it synonymous with luxury and high-quality fabrics.

• Amitabh Bachchan: His association with Vimal, especially in the ads for Vimal Suiting, became a hallmark of the brand. The tagline "Vimal... Vimal... Vimal" became incredibly popular, and Bachchan’s deep voice and charisma lent the brand a sense of prestige.

• The use of Bollywood stars gave the brand a glamorous and aspirational identity, which resonated well with its target audience at the time.

2. Brand Positioning: “Premium Fabric for Premium Consumers”

Vimal positioned itself as a premium fabric brand, catering to affluent consumers. Its marketing messaging emphasized the luxurious, refined, and high-quality nature of its products. Vimal’s products were often linked to the idea of sophisticated, well-dressed individuals who had a taste for high-end materials.

• Vimal targeted upper-middle-class and elite consumers, emphasizing exclusivity and elegance.

• The brand used a mix of emotional and rational appeals, focusing both on status and quality.

3. Expanding to Ready-Made Garments

Over the years, Vimal made a shift from just selling fabrics to offering ready-made garments. This was a critical move to tap into the growing trend of ready-to-wear clothing in India, especially as urbanization and changing lifestyles were driving the demand for convenient and stylish clothing.

• Vimal’s entry into men’s ready-made apparel, including suits and shirts, helped them maintain their relevance in the market.

• They used retail partnerships and exclusive outlets to showcase their full line of ready-made garments.

4. Taglines and Memorable Campaigns

The brand’s tagline “Vimal… Vimal… Vimal” became iconic in the Indian advertising world. The simple, repetitive nature of the slogan helped it embed itself in popular culture.

• Jingles and catchy ads were an essential part of their marketing efforts, which helped establish long-lasting brand recall.

• Vimal also frequently showcased its innovation in fabric technology in its ads, highlighting durability, comfort, and advanced fabric treatments.

5. Evolving with Changing Times

By the early 2000s, Vimal's marketing started to shift. The focus was less on individual luxury and more on affordable luxury—making premium products available to a larger audience without compromising on quality. With the rise of modern retail formats like Malls and E-commerce, Vimal also had to adapt to an increasingly tech-savvy and price-conscious audience.

• Vimal started experimenting with digital marketing and social media to reach younger audiences.

• Collaborations with modern designers and influencers allowed the brand to maintain a contemporary image.

6. Branding and Heritage

Vimal is a legacy brand with a rich history, and its heritage plays a big role in its marketing efforts. Over time, the brand has been known for reinventing itself while staying true to its roots in quality fabric. Vimal’s marketing emphasizes its timeless quality and evolution, showing that it can offer both traditional and modern choices.

• Vimal still capitalizes on its Indian legacy, often tying its messaging back to India's cultural heritage and craftsmanship.

7. Brand Collaborations and Product Diversification

In recent years, Vimal has collaborated with designers, creating collections that mix modern trends with its traditional appeal. These collaborations allow the brand to stay relevant in the fashion-forward marketplace while still retaining its reputation for quality.

Challenges and Criticisms:

• Over-Reliance on Celebrities: One challenge was Vimal’s over-reliance on celebrity endorsements. As celebrity culture shifted and new brands emerged, it became harder for Vimal to maintain the same level of impact with the same stars.

• Brand Evolution: There was some difficulty in shifting from a premium fabric brand to ready-made garments, especially with the emergence of other global and local fashion brands in the Indian market.

Recent Marketing Strategies:

• Influencer Marketing: To appeal to younger consumers , Vimal has shifted towards influencers and digital campaigns.

• Sustainability: The brand is gradually incorporating sustainable practices into its products, as consumers today are more environmentally conscious.

Conclusion

The Vimal brand’s marketing strategy has evolved significantly over the decades, moving from traditional celebrity-driven campaigns to a more modern, digital-first approach. The ability to balance heritage with innovation and to adapt to consumer behavior shifts is what has kept Vimal relevant in the highly competitive textile and fashion industry.