Blackberrys, the Indian-born fashion brand, has been setting trends and dressing men to help them present their best selves for over three decades. The self-made brand holds itself to international standards. As the country experiences tremendous growth and boundless opportunities, the brand is committed to being an integral part of the new India story. As part of its growth strategy, Blackberrys joined hands with the Paralympic Committee of India (PCI) as the “Official Ceremonial Partner” for the upcoming fourth Asian Para Games to be held in Hangzhou, China later this month.
As part of this collaboration, the clothing brand, known for the impeccable quality of its innovative, stylish, and sharp-fitting range, will dress Paralympic athletes and representatives of India travelling to China for the championship scheduled between Oct 22 and Oct 28, 2023.
Blackberrys unveiled and handed over the Official Ceremonial Suit to the attending athletes Parul D Parmar (Para Badminton) and Amit Saroha (Para Discus and Club throw) and PCI delegates. Among the dignitaries who graced the event were Mr. Gursharan Singh, Chef de Mission, Mr. Satyanarayana, Chairperson - Para Athletics, Mr. Nikhil Mohan- Co-Founder and Director of Blackberrys; Mr. Rajesh Sethuraman Vice President- Brand Experience at Blackberrys; Mr. Praveen Gupta General Manager – Supply Chain at Blackberrys and para-athletes Parul D Parmar (Para Badminton) and Amit Saroha (Para Discus and Club throw).
“Embracing the inspirational ethos of 'Keep Rising,' Blackberrys takes immense pride in its partnership with the Paralympic Committee of India (PCI) as the 'Official Ceremonial Partner' for the 4th Asian Para Games. Our brand's essence mirrors the unwavering spirit of para-athletes who consistently shatter boundaries and overcome the odds. Crafting the ceremonial suit for the Indian contingent is a moment of profound aspiration. We are fervently committed to celebrating the extraordinary journey of these athletes, who epitomize the triumph of determination and resilience. With every stitch, we weave a symbol of strength, style, and achievement, inspiring Team India's path to glory”, says Nikhil Mohan Founder & Director, Blackberrys. The ceremonial suit, designed and meticulously constructed by the brand, showcases India’s monogram blending fashion and functionality.
Foraying into Tier III and IV Cities
The growth of the brand mirrors the growth of the country and its economy. To tap into the burgeoning potential of Tier III and IV cities, Blackberrys is partnering with franchisees who are eager to take on the mantle of growth in these areas. While the brand has already established its presence in many regions, Mohan believes that there is still much untapped potential in these towns, which are experiencing a surge in purchasing power and interest in the digital world.
Digital Engagement and New Categories
In the digital age, the brand recognizes the importance of leveraging digital media to excite and engage with new customers. Their approach isn't solely transactional but center around building brand awareness and fostering trust. While e-commerce platforms serve as transactional marketplaces, Blackberrys' own website caters to its loyal customers who understand and trust the brand. This approach allows for the penetration of new product categories and lifestyles, ensuring that the brand’s existing customers feel connected to them.
Differentiation in a Competitive Market
The Indian fashion landscape is hyper-competitive, with numerous options available to consumers. Everyone is on screens, accessing fashion 24/7, making it a challenging environment for brands like Blackberrys. However, the brand differentiates itself by offering a unique "fit" tailored to the Indian body type. For instance, their shirts are designed to accommodate a slightly fuller midsection while maintaining slim and flattering shoulders. This design philosophy not only ensures comfort but also makes wearers look smarter and more athletic. The clothing allows individuals to look their best without the need for a gym, and this unique selling point sets them apart in a crowded market.