Promotional Activities

Usha is using platforms like BTL (Below the line) and ATL (Above the line) for promoting its
sewing machines. Billboards, hoardings and Television advertisements are used by the company.
The representatives placed by Usha at their authorized stores are responsible not only are
demonstration but also for conducting BTL activities. Their target areas are societies, fashion
institutes, fashion house and girls college. These representatives are responsible for setting up
canopies and promoting the product and collecting leads. They provide product demonstrations
during their activities. Company uses the lead data for cold calling.

Usha provides display boards with the name of the stores to increase its Brand Visibility. It has
intense and detailed catalogues for the sewing machine product range with machines that are
available according to the differing needs. All promotional expenses for all the stores is borne by
the company. The representatives appointed by Usha for sewing machine demonstrations are
always dressed in Usha Company jerseys.

Usha promoted its sewing machine with the help of the extremely well performing Bollywood
film “Sui Dhaga”. Not only this, Usha launched its brand “Usha Silai” at a very well-known
fashion house “Ogaan” and promoted itself in the lakme fashion week. It also created a popup
shop named “The Hab” as a part of experiential marketing for their sewing machines.

Usha had also organized “The Usha Fitness Challenge” recently at “Lady Shri Ram College
for Women” during their sports event where winners were awarded with Usha sewing machines.

Usha provides products at slashed down MRPs at their company store (DLF Galleria). At various
other retail shops the prices are at the discretion of the shopkeepers based on their margins and
how much do they want to push the brand. At E-commerce platforms also the company provides
promotional discounts.

Usha is also digitally active on Facebook and Instagram. It has a well-designed website for its
verticals. The website for sewing machines has all details regarding the products, offers, stores
and customer support.