One of the nearly successful homegrown youth build Fastrack announced its entry into Rs 400 crore organized helmet marketplace recently. Fastrack has grown from a lookout build to an umbrella build endorsing products from watches, eyewear, bags in addition to accessories.
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Although I am non a big fan of build extensions, I pick out to acknowledge that Fastrack has been able to spot opportunities ( gaps) inward the marketplace where it tin agree inward without diluting its center positioning.
Helmet marketplace is highly cluttered amongst lot of local brands in addition to minimal differentiation. Although at that topographic point are established players similar Studds, the organized marketplace constitutes exclusively 20-25% of the full market. Since the designs in addition to styles of helmets tin move easily copied, differentiation becomes rattling hard inward this market.
Many motorists every bit good experience that helmet is a grudge buy since they article of apparel it out of compulsion . Hence focus of many commuters volition move to spent less, instruct a helmet in addition to bear on.
Fastrack has priced its make betwixt Rs 1495 - Rs 3495 charging a premium. The pricing , inward my opinion, is steep in addition to build the production out of attain for many consumers.
Fastrack has priced its make betwixt Rs 1495 - Rs 3495 charging a premium. The pricing , inward my opinion, is steep in addition to build the production out of attain for many consumers.
It is inward this context that Fastrack's foray into this marketplace becomes interesting. Fastrack definitely volition pick out a headstart because of the brand's equity. But how it fares volition depend on the freshness it volition pick out into the pattern in addition to mode facial expression of the production . Since competitors volition waste materials no fourth dimension inward copying the pattern the challenge volition move to kicking the bucket along ane pace ahead of the others.
