$1.7bn company rethinks PR mandate and brings in Edelman to handle corporate along with all group companies.
By: ARUN SUDHAMAN, MUMBAI — Arvind, the $1.7bn Indian fashion conglomerate, has consolidated PR duties with Edelman following a competitive review. The assignment, which was previously split across multiple agencies, covers communications for Arvind at a corporate level, along with PR for all group companies and incubation areas. These include Arvind's well-known fashion brands, as well as engineering, internet and telecoms units. The decision comes as Arvind attempts to modernise its communications focus, in line with the group's expansion into a national brand. The company is planning to demerge its branded apparel, retail and engineering ventures, to form three separate entities. "We are pleased to work with Edelman and to collaborate on opportunities we see unfolding as the group enters a whole new phase in its evolution," said Arvind head of communications Tushar Makkar. "Edelman’s capabilities across sectors complement the diverse industries that Arvind and group companies operate in. We see synergies in this partnership as Arvind moves further in its journey towards fashioning possibilities for our stakeholders." Around 40% of Arvind's business comes from branded apparel and retail, which is growing at around 20%, with the remainder attributed to textiles operations that are expanding at a rate of around 8%. "Our reputation and brand teams will provide integrated communications support across their corporate as well as brand portfolios," said Rakesh Thukral, managing director of Edelman India. Source: https://www.holmesreport.com/
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