ACPL- with modern sensibilities

Written by Agencies | New Delhi | Updated: Jun 1 2010, 03:48am hrs
JSLs subsidiary ACPL is the pioneers of luxury home utility products -After arttdinox, ACPL now brings a Super Premium Brand U for elite and well travelled consumers.

India has a rich and varied heritage, where each region of India has its own unique native crafts and traditional designs. This Novel brand would assimilate the expertise and creative valor of Worlds leading designers in collaboration of Indian Craftsmen in creating beautiful luxury home decor products.

The super premium brand U will have wide range of home decor products. The brand is conceptualized as a reflection of U the Indian consumers - who is looking for design which is about them, their lifestyles and their lives. The brand would cater to both Urban Young Generation as well as the seasoned customers.

U as a luxury brand is designed to depict a relationship between the traditional Indian roots and the contemporary living. It will not be material specific brand, instead it will be the perfect blend of modern materials like steel, wood, glass with the art material and techniques like terracotta, paper maiche, bamboo etc which takes shape as per the free thoughts of the designer to suit the consumers personal home spaces.

The company is investing a huge amount to establish this Super premium brand in market which would not only bring back our heritage and culture but also cater to the customized requirement of the consumer. The products offered by the brand would not be mere pieces, but would reflect the personality and lifestyle of an owner. The products would have premium pricing, as each product would depict creativity, exclusivity, craftsmanship, innovation and each product will have its own story to tell. This would infuse a feeling of pride to own such a product in the luxury consumers.

U products are being designed by the team of national and international designers to create Indian Renaissance for our niche customers, said Mrs. Deepika Jindal. U will be the brand that will have an Indian soul with modern sensibilities. The products offered come from a thought process of 'desirable designs for living. U products will be displayed in retail outlet of Delhi in the month of October 2010.

For arttdinox- the 1st brand from the house of ACPL, a change in business strategy is planned. We are changing the business model for our existing brand arttdinox from that of a direct retailer model to single point distribution model. This is done primarily to get more penetration and better market reach, She Added

For the same; ACPL have tied up with -Vishal Video & Appliances Pvt. Ltd.; a renowned distributer of the premium brands throughout India.

Manoj Aggarwal- Managing Director, Vishal Video & Appliances Pvt. Ltd; said, We are very satisfied with the innovative designs and the quality of products created by the company under this banner. We have faith in the capability of the company in terms of production in quantity.