Welspun introduces new towel range at Kumbh Mela

Aiming to give first-hand brand experience to a mass market, leading home textile manufacturer Welspun has introduced ‘Welspun Quik Dry’ towels at the Kumbh Mela.

The activities and engagement through the campaign ‘Jaldi Sukhe, Jaldi Sukhaye’, is expected to reach almost five lakh customers. 3,000 Welspun Quik Dry towels will be deployed each day outside the changing rooms for women, giving them first-hand experience of the product. Apart from branding 20 changing rooms at the bathing ghat, Welspun has also set up a stall at the commercial area of the Kumbh and rolled out geo-targeted notifications for on-ground interaction.

Talking about the launch, Manjari Upadhye, CEO -- Domestic Business, Welspun India Ltd., said, “It is our first ever association with the Kumbh Mela and we are excited to launch our new product through this platform. Our participation at the Kumbh is a perfect fit as we are catering to the mass market. The idea is to change mindset and conversations around the category by encouraging people to expect more from their home textile products and thereby change it from a low involvement purchase to a more engaged and informed purchase. As the expected footfall at the Kumbh Mela is over 10 crores, this is probably the best opportunity for us to engage with the target audience.”

After achieving success globally in the home-textile industry, Welspun is now all set to leverage their presence in the Indian market with the new range of towels priced at Rs. 249.