Ritu Kumar’s marketing strategy studies the brand using the marketing mix framework,

which includes the four P’s (Product, Price, Place, Promotion). Product innovation, pricing
strategy, promotion planning, and so on are all examples of marketing strategies. The brand’s
success is aided by these business techniques, which are based on the Ritu Kumar’s marketing
mix.
The brand Ritu Kumar’s marketing strategy aids in positioning itself competitively in the
market and achieving its business goals and objectives.

Let’s begin by looking into the Ritu Kumar’s Marketing Strategy & Mix to see what products,
pricing, promotion, and distribution strategies.

RITU KUMAR’S PRODUCT STRATEGY:

The product strategy and mix in Ritu Kumar marketing strategy can be explained as follows:

Ritu Kumar is a well – known Indian fashion house that specializes in high- end women’s
apparel. It caters to the ethnic Indian clothing market and as well as western clothing market.
Ritu Kumar, the company’s founder, invented the brand house of ritu Kumar with her husband
Amrish Kumar. (ritukumar.com, 2021)
It offers the ideal ethnic and indo- western fusion products which meets both sets of
requirements of Indian women. It is an all-in-one store offering a huge variety of products.

Ritu Kumar is a modern Indian wear label that specializes in formal, occasion-specific saris,
salwar kameez sets, odhanis, and handmade mojris. A recent 'Essentials' collection including
Chanderi kurtas with a relaxed fit and neutral-colored palazzos. (Ahuja, 2021).
It has a huge collection of ethnic wear and western wear as a part of its marketing mix product
portfolio like kurtas, dresses, Kurtis, suit-sets, sarees, bottoms, jackets and accessories like
bags, mojaris, scarves, face mask and even jewellery.
Its items are designed to be suitable for a variety of events, including temple visits, family
gatherings, parties, and just casual hangouts. Its products are made to be used in daily wear,
office wear and stepping out.
It has created its own style, which reflects Indian craftmanship’s ancient traditions in a
modern idiom. The brand is known for its bold color combinations, high-quality materials,
elaborate embroidery, and a magnificently rich Indian style. (ritukumar.com,2021).

Ritu Kumar (2019) exclaims that "In India, design and textiles are the result of talents and
knowledge passed down through the years. The Ritu Kumar brand has always been proud of
its heritage. This is the Unique Selling Point (USP) of all of our lines. My work is continually
growing within a sophisticated aesthetic that is both eastern and western in nature, with each
collection making a contemporary statement in a rapidly changing modern India "

Ritu Kumar is well-known in Bollywood, having dressed celebrities such as Priyanka Chopra
Jonas, Vidya Balan, Sonam Kapoor Ahuja, Día Mirza, and Anushka Sharma. She has also
designed Miss India winners' dresses for international pageants. (Chablani, 2015).
When people see Ritu Kumar's designs on celebrities, they want to dress like them. This plays
a big part in Ritu Kumar's product mix. When it comes to ethnic wear, fusion clothing, and
quality apparel, Ritu Kumar's products appeal to any woman's needs. It is a brand that offers
both luxury and premium apparel options for ladies.

Source: https://www.ritukumar.com/in/clothing
RITU KUMAR’S PRICE STRATEGY:

Below is the pricing strategy in Ritu Kumar’s marketing strategy:

Ritu Kumar offers a variety of contemporary ethnic wear, formal, occasion – centric sarees,
salwar kameez sets, jackets, Kurtis, odhanis, mojaris, bags, scarves, face mask and jewellery
etc.

It provides a broad range of pricing for all the various products. it caters to high-end, premium,
offering products that meet everyone’s requirements. It has a competitive pricing strategy
that it implements in several categories while integrating market developments.
It is priced between Rs 3,5000 and Rs 60,000 (ritukumar.com,2021), its other spectrum Ri ritu
Kumar, hand embroided sarees, bridal lehenga in silk blend, and kurta sets with delicate ari
work are among the choices, with cost ranging from 60,000 to 3 lakh. and is sold at a variety
of physical stores owned by the company across India, catering to a wide range of ethnic
wearers.
It offers timely discounts at special occasions and festive season. To enhances sales and
match competition deals, it also offers timely discounts in e-retailing websites like Myntra,
Ajio, Nykaa Fashion, Tata Cliq Luxury etc.
It also caters to the Bollywood business; hence its items are quite expensive at times.
We do believe that the price range of ritu Kumar is a on a higher side and people would
hesitate a little to spend that much but as it offers handcrafted products and that is
comparatively expensive than machine work.
As ritu Kumar has coined the term “fashion “in the Indian context and more crucially she has
proved that handcrafted goods can be just as profitable as machine – made goods and much
more glamorous. The organization collects the greatest materials and craftmanship from all
over the country, resurrecting great textile skills and employing hundreds of artists.
(ritukumar.com,2021). Which justifies the pricing of Ritu Kumar.
RITU KUMAR’S PLACE & DISTRIBUTION STRATEGY:

Following is the distribution strategy in Ritu Kumar’s marketing mix:

Started, in a little town outside Calcutta, the company began in 1969 with just four hand block
printers and two tables. Her brand has now grown to ninety – three locations across India.
Ritu Kumar also give out franchise and till now has 4 Franchise stores (ritukumar.com, 2021).

Its distribution network is very strong with both an offline and online presence.
Amrish Kumar (2016) exclaims that “consumers nowadays do not simply go to stores to buy
something. The importance of convenience cannot be overstated. Online shopping has
exploded in popularity, especially among the younger generation. People from all throughout
India, including less urbanized areas, are buying our pieces because they know they can get
them easily. I believe that the internet purchase model will continue to expand. Furthermore,
the number of people interested in luxury goods and products has increased dramatically. As
a result, our brand and its products have seen an increase in consumer interest”.
The brand is available on various online platforms like Nykaa fashion, Tata Cliq luxury etc. It
has its own website and online portal to reach to reach costumers online and spread
awareness.
Its stores are designed in an ethnic manner to align with the company’s products and the
brand as a whole.

Source : vrchennai.com

Source :vougue .in

RITU KUMAR’S PROMOTION & ADVERTISING STRATEGY:

The promotional and advertising strategy in the Ritu Kumar’s marketing strategy is as follows:

Ritu Kumar uses Multi – channel promotional campaigns are used. It employs a variety of
media outlets, including television, newspapers, and magazines. It employs aggressive
marketing tactics such as mass media campaigns. It also has a strong online presence on social
media platforms such as Facebook, Twitter, Instagram, YouTube, Snapchat, and others. It uses
brand ambassadors to advertise its products, and prominent Indian actresses are also a factor
for the company’s rapid rise in popularity.

Ritu Kumar’s also uses yotubers and social media influencers to promote their products. As
trends change, new campaigns with new products must be created in the fashion sector,
which it does pretty successfully.

They are available on renowned online marketplaces like as Nykaa Fashion, Myntra, and
Pernia's Pop Up Shop, in addition to the one-stop shop ecommerce website with distinct sites
dedicated to each brand. Ritu Kumar presented a collection via a virtual presentation at FDCI
X LFW in March, which was available in a see-now-by-now arrangement. (Ahuja,2021).

Amrish (2021) exclaims “Despite the pandemic, the organization has worked to develop
abroad through digital collaborations. It partnered with Cash free, an online banking network,
in early April to introduce a new payment gateway to the website, allowing buyers to pay in
over 22 currencies, as well as 14 currencies via PayPal. The move comes a year after the
business began selling on Namshi, a famous Middle Eastern online marketplace”.
This concludes the marketing mix of Ritu Kumar.