Fashion TV (India), a fashion and glamour channel, has chalked out an expansion strategy for the Indian market involving extension into areas beyond television.
The company is planning to become a complete lifestyle business powerhouse and is planning to get into businesses which revolve around its core area of activity.
In a bid to increase its portfolio of offerings, the company has worked out a foray into new initiatives including the setting up of a bar, branded as F Bar, and lounge as well as an F Cafe and salon.
Among other initiatives, the company would roll out merchandise and accessories which would leverage the FTV brand name, and would also be getting into publishing, music and multimedia products.
Ram Mirchandani, business head, Fashion TV India, said, "Fashion TV has created its own niche as a fashion insider', setting trends, showcasing designers and models from across the world. Our new initiatives are synergistic businesses complementing each other. We will focus on broadcast of Indian content supported by a host of ground events and other off air activity."
Declining to quantify the actual investment, Mirchandani said, "The investment will be substantial since it is a capital-intensive business. However, there are a host of factors such as location, size, how far does one want to invest in creating the perfect ambience, that would ultimately factor in the actual investment size, but there definitely would be a sizable investment."
The new initiatives to be launched would be done in a phased manner throughout 2003, added Mirchandani.
Some of the new initiatives would be based on the franchise model, with Fashion TV India providing all the support to the franchisees in selection of premises, guidance on design and interiors, sourcing of merchandise as well as other aspects involved in the setting up the process.
Fashion TV would also conduct on- and off-air campaigns to support the enterprise at the launch and on an ongoing basis thereafter.
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