Experiences Built on Trust
Retail branding is complex due to the presence of dual layered objectives — establishing a differentiated positioning of the retailer and its own line of goods, and secondly, making the positioning attractive enough for successful off take of other manufacturer brands. Retail branding has come a long way from the time when having similar colour palettes on the primary name board and internal branded materials was considered good enough.
The story of Niche Promotions starts circa 1996. For most, leaving a job in hand to work with Revlon in the Fashion Capital of the World is unheard of — but not for Jayakrishnan Nair. Jay had much bigger things in mind for his future. After deciding to resign from his National duties at Cello, Jay decided to call a former Cello teammate, Renesh for a coffee to discuss the future. Turned out, this coffee served as the starting point for a story that has led us to this blog piece.
Coming from Corporate Branding and Promotional backgrounds, Jay and Renesh started Niche Promotions in December of 1996 with one goal in mind — to be best there is. Without a manufacturing unit to begin with, Niche initially only sourced the best products to their clients and became their one stop shop for branding. Being an industry based on principles of trust and relationships, Jay had no trouble roping in Colgate-Palmolive as their first client. 25 years have passed, but their relationship has only gotten stronger.
As Niche continued to grow their portfolio working for top tier brands, Jay and Renesh decided to dive into the manufacturing side of Corporate Branding by tying up with facilities nation-wide. They could take this plunge only due to their positive attitude on work — not refusing any work which falls outside their expertise. This attitude itself helped Niche to become a power-house that it is today, with the resources to provide end-to-end branding solutions.
About the growth and success of Niche Promotions, Jay can’t help but give his Suppliers and Team the entire credit, calling them their biggest strength. With such level of confidence, Niche Promotions went on to handle more A lister brands like CEAT, 24 Mantra Organic, Kingfisher, Castrol, Pedigree, Royal Canin, Whiskas, Emami, Tata, and the list goes on. For a company that functions through two major aspects — Trust & Relationship, it is no mystery how Niche Promotions has created a Pan India spread with their forte ranging from Ideation to Execution with a stellar Manufacturing Prowess to get the job done, and to get it right.
Niche Promotions is now reaching their 25-year milestone, and they have a lot to show for it.
