Headquartered in Ahmedabad, The Kurta Company is a one-stop destination for male kurtas. Aiming to identify the niche positioning and create a category for Kurtas which expands beyond festival and occasional consumption.
ZGC approached this with rebranding and upscaling the brand positioning. It presented a unique challenge: to successfully reposition kurtas as everyday attire against the traditional TG psyche.
With the idea of ‘self-expression and acceptance’, we laid down a fresh identity for The Kurta Company as a ‘No-Nonsense, Out-Spoken’ brand. The branding and psychology instantly clicked with the TG.
To unify the user experience and branding, we revamped their logo and website. Our next goal was to stay relatable and resonant. For this, we launch the ‘Men by The Kurta Company’ campaign for ‘The Man’, one who dares to accept himself as he is and follows his heart. Its authenticity and relatability were received with much appreciation. The campaign and the positioning were not only sustainable for the long term, but the same translated into the performance and digital marketing universe, thus resulting in great numbers.
We tapped into UGC and influencer marketing to enhance our reach pan-India. All efforts resulted in an 11-times order hike, 4-times better impressions and website traffic, and a 6-times hike in click-through rate.
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