NEW DELHI — Zippo Manufacturing Company, the producer of Zippo Windproof Lighter, announced its plans for significant expansion in India.
After opening its first-ever wholly-owned subsidiary in India, Zippo Lighters India Private Limited, the company is now working with a new distribution partner. The latest move is to expand, reach and improve efficiencies in the market.
Ogilvy has been named Zippo’s Agency of Record in India for full-funnel marketing efforts in support of the brand’s aggressive expansion plans on the branding and marketing side.
The future roadmap includes expanding in-market staff and working more closely with key retail partners in e-commerce and brick-and-mortar channels to double its business in India within the following year.
“On a percentage basis, India has Zippo’s highest expectations for near and mid-term growth,” said Lucas Johnson, associate vice-president, Zippo Global Marketing.
“There are some other markets globally that have great growth potential for Zippo, such as China, Indonesia, and Brazil, but our expectations for the rate of growth in India are highest, and we are excited to reintroduce the brand to Indian consumers.”
While the brand continues to expand its own e-commerce shop at Zippo’s Indian website, there is a heavy thrust on key e-commerce players and significant retailers for Zippo in India, including Amazon, Myntra, and Tata Cliq Luxury.
“The brand aims to identify and tailor-fit communication for its unique target audience in India, in line with the brand’s strategy for globally consistent, locally relevant messaging and product design options,” said Johnson.
“Across all markets, Zippo attracts a diverse group of individuals to their growing product line- both men and women who value a quality product they can have confidence in and one that gives them confidence while reflecting their own individual personality.”
He said that the consumers are looking for a reliable tool to light something or a fashionable talisman to carry with them as a unique accessory.
Zippo is working with e-commerce retailers to identify fake and infringing products and delist them from their sites.
“We are working with our own contract staff as well as third-party investigators to find the sources of counterfeit products and, working with local authorities, shut down their operations and enforce the most stringent penalties by law,” said Johnson.
“We will also be working to educate retailers on the issue of counterfeit products and help them understand that we take the issue very seriously and will take action as appropriate against all that infringe our legal marks.”
As the Covid pandemic continues to impact businesses the world over, Zippo, too, is adapting to changes. There’s been a shift in driving the sales and marketing efforts to focus on more digitally based offerings, including robust virtual customer visits and upgrading and harmonizing the brand’s owned e-commerce platforms and experiences.
Additionally, efforts are being targeted at e-commerce channels of distribution and finding new ways to interact with the consumers, all of which will continue to pay dividends for Zippo long after the pandemic ends.
The Zippo was founded in the early 1930s by George G. Blaisdell in Pennysylvania. He watched a friend struggle with a lighter, which required the use of two hands to operate.
In 1932, he reconstructed the same lighter by fabricating a small rectangular case and attached a lid with a hinge. The design protected the flame and was easily operated with one hand.
(With inputs from ANI)
(Edited by Amrita Das and Saptak Datta)
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