With a turnover of INR 150 Crore in 2010-11 Leayan Global now looks to attract consumers online too under ‘Redchief.in’

Leayan Global Private Limited which comes under RSPL Group and in Indian Leather industry since 1995 with their brand ‘Red Chief’ is now all convinced to create a consumer base online with Redchief.in

With a key strength in global sourcing model and knowledge of leather industry, online journey for Red Chief was faced with several questions, whether to do it in-house or outsource? How to choose a capable vendor? What technology to built-in? How effective can social media be for online marketing? What should be the traffic building strategy and so on? Plus several challenges of facing category competitors, on time delivery while optimizing the operational cost, online marketing in limited budget and so on for which the company hired the services of Embitel Consultancy to arrive at certain conclusions for the whole project to finally go live.

Company manages warehousing and operations for ecommerce separately and has activated print marketing to drive awareness for the online channel in synergy with routine brand marketing. Leayan Global had a turnover of INR 150 Crore in 2010-11 and based on their experiences and prediction of the emerging market expects the online channel to contribute 5% of the total business in time to come.