Dollar Industries Introduces New Brand Identity

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The Kolkata-headquartered brand released a 30-second-long film, featuring Bollywood star and brand ambassador Akshay Kumar, to announce the launch of the new logo. The video has been conceptualised by Lowe Lintas. In the film, Kumar is seen narrating a bedtime story to his on-screen daughter from a rather ‘old’ book, in which a princess saves a prince.

About the logo change, Bidyut Nath, head of marketing and communications at Dollar Industries, said that the updated logo signifies the upgraded business of the brand. “We are no longer only a hosiery brand. We’ve graduated from it. Our portfolio includes products for women and children as well. The brand today covers an entire range of knitted garments, from basic wear to outer wear.”

“The idea for the rebranding is to be more consistent in the competitive market, to be more innovative, and reach out to the target audience on a wider range,” added Nath.

As a part of identity change, the brand has consolidated its product range into five broad categories – Dollar Man, Dollar Woman, Dollar Junior, Dollar Always, and Dollar Thermal. Dollar will include a wide array of products for men, women and kids, such as briefs, vests, athleisure, leggings, thermals, etc.

As of today, the brand manufactures products for the age group starting four-plus years, and caters to audience of up to 60-plus years.
Speaking of the new logo’s specifications, Nath says, “The ‘knitted and overlapping D’ symbolises Dollar’s identity and the knitting industry.”

The new logo has been ideated by LinConsult, Lowe Lintas’ strategic brand consulting arm.
This, however, is not the first time that the brand logo has undergone a change. When the brand was founded in 1972, it had a fairly simple logo.

The brand launched the latest logo earlier this month (June) to address the ‘new young India’, says Nath. “The logo also reflects our new way of doing business, addressing young Indians.”

Talking about the impact of the COVID-induced lockdown on the company’s business, Nath says, “While the business was badly hit during the first couple of weeks during lockdown, since May, when e-commerce platforms were allowed to deliver non-essential products, the business is gradually coming back to its pace.”

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