Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Rajiv Mehta
Chief Executive Officer
Arvind Sport Lifestyle Ltd.
On the role of technology in transforming their business..
At Arvind we are at the caste of embarking big mission. One of the missions is to create home grown Indian brands both in western wear, as well as Indian western and Indian ethnic. If it was not for technology, we would not have been embarking on this mission today. One of the reasons is that technology has made it so easy, to reach out to the consumer, the relevant consumer with the relevant platform. So if I am targeting an Indian ethnic consumer which may be a women who is now getting into her early 20’s, going to work would like to dress up in a salwar suit once in a while or wear a saree to an occasion or whether I am taking to a house wife who is in her late 40’s to early 50’s & is traditionally used to be wearing salwar suits and sarees. The technology which is available at our hands, gives us enough of leverage to talk to them individually whether it is through website, whether it is through home shopping or whether it is through social networks. It is important today that the technology has made it very relevant for brands to be launched in a day; technology has made it very relevant for brands to have become big whether you call brands like Roadster through Myntra or you talk about brands like Coochie-coo again through Myntra. These brands on their own have become 60 Crore to 100 Crore brands in matter of few months. And that is no thanks but to technology. Technology will going forward will play important part of how consumers, brands & marketer together connect & be part of one big happy family.
“Technology has made it so easy, to reach out to the consumer, the relevant consumer with the relevant platform. It is available at our hands, gives us enough of leverage to talk to them individually whether it is through website, whether it is through home shopping or whether it is through social networks.”
