Retail: Future group

'Sach'

Co-branding, involving a cricketer and a retailer.

The concept of co-creating a private brand has been given a new meaning all together with the recent launch of Sach Toothpaste by Future Group. The launch’s an initiative by Sachin Tendulkar and Future Group, giving way to a co-created toothpaste brand, ‘Sach.’

Future Group says, “Co-creation involves a well known person who comes together with an organisation in a relationship which is much more than being a brand ambassador. The co-creator is closely involved in the development of the products, which invariably are products that are aligned to the persona of the co-creator.”

Future Group initiatives

Tasty Treat, Home and personal care range with Cleanmate & Caremate, staples with Fresh & Pure and Premium Harvest – comprise the already successfully launched private brands (in the food range) by Future Group. The introduction of ‘Sach’ is expected to be a big leap for the company when it comes to working towards building the company’s private brands portfolio and that too via its association with an iconic personality like Sachin Tendulkar.

Very clearly, the initiative gives an opportunity to Future Group to co-partner with a brand where it’s beyond endorsement, and ‘ownership’ to build, lies with both the parties. Future Group private brands have always launched their products keeping ‘Indianness’ in mind through consumer’s insights.