‘Our apparels in linen fabric are much in demand among youngsters’

Upasana Kaura

The festival season is often a key indicator of consumer sentiment, influencing spending patterns and prompting brands to launch innovative campaigns and special offers. In this festive spirit, Linen Club, a leading Indian home textile brand under the Aditya Birla Group, has unveiled its latest campaign, ‘Homecoming’, celebrating Onam and Kerala’s rich cultural heritage.

The ‘Homecoming’ campaign beautifully portrays the reunion of family and friends returning to their roots, inspired by the legendary story of King Mahabali. The campaign also highlights Kerala’s vibrant folk art forms, with celebrated actors Mala Parvathy and George Kora bringing the festive story to life.

As India’s largest retail chain for linen, Linen Club operates over 200 exclusive brand stores and 7,000+ multi-brand outlets nationwide. Customers can also shop via popular e-commerce platforms like Myntra, Ajio, Nykaa, and Amazon, and the brand recently launched its D2C website, making premium home textiles more accessible than ever.

In an exclusive conversation with Life & More, Satyaki Ghosh, CEO of Domestic Textiles at Grasim Industries (Aditya Birla Group), shared insights into how the ‘Homecoming’ campaign reflects the brand’s gratitude to Kerala for its longstanding support, blending tradition with modern storytelling to create a festive shopping experience.

This Onam, Linen Club invites you to bring home the warmth of tradition and celebration, making it a festival to remember.

How does the company plan to elevate the brand’s positioning with their latest Onam campaign?

The campaign brings alive the authentic aesthetics of Onam & the expertise and expanse of Linen Club with a showcase of wide palate of fabrics and apparel that the brand offers. The song Thiruvonamullil Nirayenam is a unique endeavour by a fashion brand like us to present a local folk melody and join their customers as they enjoy the festive season.

Please share your social media strategies and engagement ideology.

Linen is a very niche category. As popular as it is in few parts of the country, the awareness at an overall level is limited. As category leaders, it is Linen Club’s continuous endeavour to further strengthen and grow and recruit a new base into the category. Hence our social media strategy is to both educate about linen while keeping the audience engaged through interesting content and trending formats.

Through our social media, we also connect with a younger audience, and hence to opportunities to speak more on trends and linen fitting occasions is more.

What are the marketing innovations adopted by Linen Club to reach the target audience?

Linen Club’s passion, authenticity and expertise in creating the best linen fabrics and apparel is apparent in the campaign focused towards Onam. It displays the variety and the robust portfolio of products the brand offers.

Linen Club and Linen Club Studio offer premium linen fabrics and ready-to-wear apparel like shirts, jackets, trousers, kurtas, mundus, etc respectively to match the spirit of the festivity.

In the past two years, Linen Club has launched several first of their kind innovations in the category. This includes our wrinkle-resistant range, stain resistant range etc. This will add more dimensions to Linen wearability experience.

What is the strategy helping the brand advance in retail space?

We are excited to demonstrate the wide palette of colours, categories, designs & textures we offer in pure Linen. Combined with craftsmanship using cutting edge European technology, we ensure best sustainable Linen products in both tailored as well as ready-to-wear category.

The driving factors of the brands advancement in the retail space is its unique combination of characteristics that it portrays and the loyal consumer base it boosts off has helped the brands reach greater horizons.

How do brands break the cultural and regional barriers and encouraging inclusivity?

Brands shoulder the responsibility of playing a key role in creating a more equitable society. To create awareness and acceptance of an inclusive society, brands need to break down barriers and increase access.

The intent of the brand needs to be bonafide, therefore, brands must introspect and re-evaluate whether the campaigns they build are truly symbolic of the brand’s core values and whether they are empowering the consumer.

The way brands can inspire trust in their target audience is when they lead by example and others will follow suit and this can be done with an honest, immersive 360-degree narrative enhancing the brand reputation.

It should be more about participation, a celebration of being alive, being active, and being encouraged to be better. A brand is a direct manifestation of the values the company represents, and at the core of those values must lie empathy and an ethical value system.

What are your future plans?

Considering the increasing adoption of linen in the market, we will focus on increasing our penetration in south and build the North region more. We are also continuously focusing on the apparel part of the business as the demand for apparels in growing with the younger audience.