Peakok earmarks Rs 2.5 cr ad spend for Carbon  ( September '5,2001, HBL)

THE Bangalore-based Peakok Jewellery Pvt Ltd, manufacturing the Carbon brand, has finalised a Rs 2.5-crore ad spend to launch its brand at the national level, the company Director, Mr Mahesh Rao, said.

Addressing a press conference here on Tuesday, he said in the current year, the turnover was targeted at Rs 16 crore, compared to Rs 8 crore in 2000-01. ``Riding on the emerging retail business, we hope to grab by 2005, a 15 cent share of the Rs 1000-crore branded jewellery market,'' Mr Rao said.

The ad campaign, to be worked out by Concept Communication, will be spread out over the audio visual and print medium with emphasis on creating a desire to own a lifestyle brand, Mr Rao said.

He felt the retail business was shaping up very well in the City and the eastern region could account for 12-15 per cent of Carbon's total turnover soon.

Unfolding Peakok's future plans, he said efforts were being made to launch an exclusive boutique and expand the chain to 105 from the 42 now, by 2005. ``The company is also eyeing strategic alliances in e-commerce,'' Mr Rao said.

Peakok Jewellery was incorporated in 1991, with the objective of manufacturing 18k gold and genuine diamond jewellery to cater to domestic and international markets. The export division has already made a beginning in the US and the UK. The domestic operations started in 1996 when the Carbon brand was launched as a fashion accessory.

Ms Rajeshwari Ayyar, Carbon's chief designer, said other than 18K gold and white gold (a gold alloy with metals like paladium and zinc), Carbon has successfully experimented with materials like leather. ``We have used leather as thongs, instead of gold in necklaces and wristbands,'' she said.

Besides diamond, stones such as amethysts, topaz, emerald and sapphire are being used.

While Mr Rao ruled out having any brand ambassadors to promote his products, three women celebrities, fashion designer Kiran Uttam Ghosh, socialite Madhu Neotia and actress Konkona Sen (daughter of Bengali film star Aparna Sen) were present at the formal launch.