In Mumbai, the product has been intro-duced in major retail outlets such as Shopper's Stop, Asiatic, Vama, Akbarally's, Eternia and KBN. The product has also been launched in Delhi, Bangalore, Hyderabad, Calcutta and Ahmedabad. The company has positioned ST Dupont Pour Femme as a subtle, signature scent targeted at the modern women. And the product is available in five references of 15 ml in eau de parfum (EDP), 100 ml, 50 ml and 30 ml. The price ranges from Rs 1,300 to Rs3,250. ST Dupont Pour Homme is positioned as a fragrance for men of character and comes in six references of 100 ml in EDP, 100 ml, 50 ml, 30 ml in EDT and 100 ml and 50 ml in after shave lotion. And the price range is from Rs 1,100 to Rs 2,750.

As the sole distributor, The House of Baccarose has also introduced new concepts such as shop-in-shop counter which is an exclusive counter housing only the ST Dupont range. Besides, the company has hired trained beauty consultants who in their signature dress code service the clientele at the premium outlets across the country. Other marketing concepts include international POS and visual merchandising at the retail level.

Adhering to its international practice, the company plans to release press ad campaigns in leading fashion magazines in July 1999. To promote the product, the company also plans to organise promo events social meets in the near future.