According to its general manager (marketing) N Gangadhar: ``The imported J Hampstead faced two problems: that of maintenance and price. The imported product had to be drycleaned and steam-ironed. The Indian fabric can be handwashed.''

For manufacturing the fabric, Siyaram has added processing machines to the plant at Silvassa. An investment of Rs 40-50 crore was made in this regard.

The marketing plans include making the fabric available atleading retailers at select outlets. To start with, it will be sold through 4,000 authorised retail outlets and 350 wholesalers and 50,000 retailers across the country. Says Gangadhar: ``We are using the Siyaram distribution network to a great extent.''

To market the product, the company is releasing press and television campaigns featuring Leander Paes and Mahesh Bhupati. The TVC is being aired in almost nine channels. It will continue for the next four to five months. The commercials are of 40-, 30- and 20-second duration. ``The positioning is upmarket and is to create more aspirational value,'' says Gangadhar. The company is spending close to Rs 5 crore in marketing, sales and promotions.

The company aims at producing two lakh metre per month to start with, which would eventually go up. It is to be noted that the worsted (blended wool) fabric market in India is worth Rs 5 crore annually. With each metre priced at an average of Rs 300, the total market is Rs 1,500 crore. J Hampstead intends to take afive per cent market share at the end of one year. J Hampstead is going to compete with Reid & Taylor, Raymond, Digjam, Gwalior, Vimal and Dinesh.