In what marks a visible shift in positioning, for the first time, Bombay Dyeing will be offering bedsheets below the Rs 600 price point under the `Nova' sub-brand. Says Bombay Dyeing vice-president (apparels) G S Shrikhande: ``This is the outcome of market research done by us which said that Bombay Dyeing is associated with good quality but expensive products. So we want to change that perception.''

The `Nova' bedsheets range will be launched early in December 1999 and will extend to other products such as towels and furnishings next year. Priced at Rs 430, the Nova sheets are wrinkle free and made of pure cotton. ``The Rs 600 bedsheets had a 10 year durability. We are now selling bedsheets with five year durability at a lower price. It is a simple game of price-value equation,'' says Shrikhande.

The sub-brand will target the modern housewife who will benefit from the convenience of wrinkle-free fabric. Nova is also expected to appeal to the middle class and lower middle class consumer for whom the product is now affordable. ``The idea is to get the non-user of Bombay Dyeing to use Nova,'' says Shrikhande.

At present, the Nova bedsheets are being test-marketed in Andhra Pradesh, and the brand is expected to go national by February 2000. Currently, in Andhra Pradesh, the brand is being stocked at 70 exclusive outlets, 52 stockists and more than 50 multibrand outlets. Nationwide, Bombay Dyeing has a distribution network of 600 exclusive outlets and 800 non-exclusive outlets for its `Home Collection''. With the new sub-brand, it is targeting an increase of another 75 exclusives and 200 non-exclusive outlets, to its existing base.

The company is also in the process of creating a television commercial which will run from December onwards. ``It will be a straight-forward, strong and direct communication,'' says Shrikhande.

Child's play: In another initiative, Bombay Dyeing has introduced `Fun Time', a new branded range for kids. Under the brandname, it has introduced two new bedsheets.

While the first one is a `Glow' bedsheet which glows in the dark, the other is a `Kids' bedsheet which has games such as Ludo and Snakes and Ladders embossed on it (the pack includes a set of dice and coins).

The company expects to make one new design every alternate month each priced at Rs 850. Says Shrikhande: ``All this while, kids have had a minimal involvement with this type of utility product. With the new designs, we are trying to get the kid interested in the product.''

The USP of both the bedsheets is that it should be inpteresting for kids. For instance, the glow bedsheet will glow for four minutes after the lights are switched off. The company claims the glow will last for 10-12 washes. It is to be noted that the company had earlier introduced `perfumed' bedsheets early last year where the perfume lasted for 10 washes. The company has priced the glow bedsheet at Rs 750 and expects to make two designs per month.

The company is expecting a rise in 2-3 per cent in terms of business value from the Fun-time range. For popularising the brand, it is going to release a television and print campaign in February 2000. At the same time, it is looking at soft campaigns in the area of launch. Says Shrikhande: ``We will also be looking at innovative media like school buses.'' Clearly, Bombay Dyeing is looking at new bait to lure new customers.