Mr. Prasad Shetty

Says Prasad Shetty, Vice-President (Sales & Marketing), Oxemberg (which belongs to the Siyaram Poddar group which specialises in menswear), "The biggest difference in marketing for the different sexes is that men do not mind going to a party and seeing others wearing the same shirt as they are wearing, but a woman wants exclusivity in her purchases.

The sales executive immediately called his manager Prasad Shetty, who confirmed with ICICI Bank that the card belonged to the actor.He also called the Mulund police.

In fact, according to Mr Prasad Shetty, General Manager, Marketing, the differentiations, such as lightweight and fancy, have driven jean sales.This year, Oxemberg estimates that its domestic denim sales, at 6-7 per cent last year, will double to 10-12 per cent. According to Mr Shetty, increase in global influences in the country through satellite and TV were responsible for the popularity of new styles and fabrics.Indian fashion was keeping pace with that abroad and as a result, the company's offerings had increased.In fact, Mr Shetty said that its products were now being benchmarked against international standards.The test for Oxemberg, however, would be to get a firm foothold in foreign markets, which are highly quality-conscious. In fact the overseas division, which is close to achieving its Rs 15-crore target this year, is gearing up for 2005.For Oxemberg, shirtings contribute 65 per cent of revenues, trousers 30 per cent and the rest accessories.On the poor visibility of the brand, he said that the company was trying to bolster brand image and wanted the promotional exercise to be an evenly paced one.It is planning a Rs 6-crore multi-media ad campaign, the bulk of which is aimed at the electronic media.The campaign will begin around the festive season.He added that the division had invested in critical areas - merchandising, shortening delivery time and achieving quality criteria.He did not rule out the possibility of other brands being launched in the next year or two - forming either a different product line or entering a more premium segment.He said Oxee, a "sub-brand", catered to the 22-34 age group, which was fashion conscious and adventurous in its dressing.

Mr. Prasad Shetty of Oxemberg expressed great satisfaction with the business conducted at the Fair and felt that because of presence of brands many dealers from all over the country made it a point to visit the fair.

All India marketing manager of Siyaram Silk Mills Ltd EP Daniell, Oxemberg general manager (marketing) Prasad Shetty, Duke India general manager Rabinder Baweja and area manager Santosh Kumar Shah, S Mohanlal executive director Ashok Kumar Agarwal and directors Kishan and Nirmala Bajaj were among those present.