Myntra, the e-commerce retail portal, has inked a deal with B Sports for pan-India e-selling of Brand Bhajji apparels. The product range of the brand is conceived and promoted by India off-spinner Harbhajan Singh, the face of the brand who has also lend his name to it.
Even as a formal announcement is expected sometime later, Myntra has started selling the brand range. “The contractual formalities with e-retailer Myntra are complete. They have also displayed our products for sale. Though no formal announcement is made, the opening response is pleasantly surprising,” says Saneel Pednekar, Head, Marketing and Strategic Tie-ups, B-Sports.
“We were not keen on launching our products around Myntra’s end of season sale (June 24-June 27). Hence, we have desisted from any formal announcement or marketing. Harbhajan Singh is our brand ambassador. Soon we will be launching OOH and video campaigns with him,” adds Pednekar. “Even during this season for sales, our product range has excellent acceptance. We take pride in the fact that our products match the best of international brands in quality; and still offer better value for money than the discounted ‘sales’ price tags of rival brands.”
B Sports, in addition to cricket gear and wear, is fabricating sports apparel and life-style range. Harbhajan’s involvement with the brand is emotional as well as philosophical. The star cricketer’s name lends goodwill to the brand, and in turn he seeks goodwill from the product.
“I am trying to stand for the people who have stood by me when I needed them. Now, when there is an opportunity to repay that debt, I have sought only one commitment – the product shall not let down name Bhajji. There is also a commitment to millions of my fans, who made my name worth being a brand. Quality and affordability. This is the only assurance I have sought from B Sports,” Harbhajan Singh told Insidesport from London where he is on a vacation. “It is a fan who makes a you what the God has destined a celebrity to be.”
This philosophy also reflects in Brand B product range. The fighting cricketer is behind ‘Faith’ and ‘B a Player’ range. ‘Faith’ is closest to his heart, as he would philosophically describe “it is faith that keeps you going. Why range faith? It is for God, Waheguru, Allah, that Supreme Power whatever way you address that Almighty. That supreme power keeps me going. That keeps everyone going. It can be for anyone – your Guru, your mentor, your self-belief. Faith – I have also got faith tattooed. The only tattoo I have got,” says Harbhajan.
“It is faith when a fan or a buyer will pay for a Brand B product. It is my responsibility to ensure that faith must prevail.
“I am face of the brand. My goodwill is brand’s goodwill. So I need to ensure that brand also lives up to or enhances my goodwill. With Brand B my commitment is not limited to marketing campaigns or photo shoots. Or picture rights. My association is for a purpose. I am inspired by that faith and I believe in inspiring whomsoever I can. For budding sportsmen, I have recommended the product range ‘B A PLAYER’. As a brand and goodwill ambassador, I will ensure each of my fan and consumer gets the best quality at affordable price.
“When I committed to the brand, I took one commitment from the B Sport management. Slash your marketing budgets drastically. My fans have made me worth being the best marketing tool. I told them, the marketing cost must be passed on to the final consumer. You see, in big brands it’s the marketing that escalates the costs. Else, products are similar. Quality! That I will personally monitor,” says Harbhajan.
The brand is also closing deals with other e-retail chains. Having launched its first overseas store in Canada, B Sports is also in talks with international e-commerce platforms to tap global market. Plans are also afoot to launch products on other platforms. Citywise exclusive stores are next on the cards. Presently over 200 retail stores are selling Bhajji apparels in India.