ACPL to launch new premium home decor brand

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Parent Category: News and Stories

Posted in: Product on Tuesday, 08 June 2010 00:00

Austenitic Creations (ACPL), a subsidiary of Jindal Steel, after the launch of its home decor brand arttd’inox,  now announced a new super premium brand ‘U’ for elite and well travelled consumers.

‘U’ products are being designed by the team of national and international designers like Mike Novel & Preeti Novel, Mann, Genda from Italy and many more to form a team to create beautiful luxury home decor products. The brand would cater to both urban young generation as well as the seasoned customers.

“‘U’ products are being designed by the team of national and international designers to create Indian renaissance for our niche customers”, said its founder, Mrs Deepika Jindal. The products of the brand will be the perfect blend of modern materials like steel, wood, glass with the art material and techniques like terracotta, paper mache, 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 premium brand in market. ‘U’ products will be displayed in retail outlet of Delhi in the month of October 2010.

Besides it, the company has also decided to change the business strategy of its first brand arttd’inox. “We are changing the business model for our existing brand arttd’inox from that of a direct retailer model to single point distribution model. This is done primarily to get more penetration and better market reach,"  added Mrs. Jindal.

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

The arttd’inox product range is a celebration of both form and function. It is here the strength of steel merges with the delicacy of fine ceramic, glassware, wood and leather, creating artifacts of eye catching simplicity and élan; objects of beauty and of practicality; of admiration and desire is stated with forever beautiful, forever unblemished.

The company will now function with two brand divisions working hand in hand, arttd’inox and ‘U’. While arttd’inox will continue as a steel accessories manufacturer, ‘U’ will encourage Indian stuff like terracotta, bamboo and paper mache.