"50-yrs-young' Cambridge set for a image makeover

This is a story of a name that evolved into an icon, symbolizing not only the perseverance of its promoter, but the zeal that took a passion to sublime heights. Meet Mr Mohanlal Bhatia, the man behind the Cambridge, a well-known brand in the men's wear value-for-money segment. It is his tireless and single-minded devotion that created an empire of over 300 showrooms spread across the globe, out a single counter in South Mumbai in the sixties.

But, with the changing face of the Indian apparel industry, Cambridge too is on the verge of a complete makeover to suit the changing lifestyle and attitude of the young Indian connoisseur.

A classy "C; incorporating the button-stitch of a shirt has replaced the old brand logo along with the launch of two new collections ” "Work & Play' and "Platinia' ” to mirror the emerging needs of GenNext. At its golden jubilee celebration, the new avatar is the first step the brand takes towards repositioning itself among competitors as a force to reckon with. The association with Moser Baer's movie "Hide & Seek' and the attempt to make the brand look younger & appeal to the young Indian adult are among the initiatives that have been lined up for the 50th year celebration, said Prashant Bhatia, Director, Cambridge.

Targeting the independent, open-minded & smart women of today, Cambridge has also diversified into women's wear with the launch of "Cambridge for Her'” an exclusive clothing collection for today's go-getter women. The USP of this sub brand will be its custom-made style suitable for Indian weather conditions.

Armed with mega marketing strategies and expansion plans Cambridge is looking at Rs100 crore revenue by end-2011. The brand plans Rs5 crore ad blitz in its 50th year celebration, of which 20% will be spent to promote the new women's wear segment, Bhatia said.

Cambridge with its unique stamp of quality & affordability today boasts of a network of 30 showrooms in Mumbai alone besides commanding presence overseas in countries like Saudi, Kuwait, Sri Lanka, Bahrain and UAE (Dubai). As a part of retail expansion plans, Cambridge is planning to add 125-150 more outlets by 2011 and also bring Delhi, Punjab & Haryana within its ambit.