Brand update: Fastrack launches helmets

One of the most successful brands of homegrown Fastrack announced its entry into the market of Rs 400 crore helmet recently organised. Fastrack has grown from a brand name to a brand umbrella endorsing products of watches, sunglasses, bags and accessories.  Although I am not a big fan of the brand extensions, I have to admit that Fastrack has been able to detect opportunities (gaps) where you can fit without diluting its core positioning market.Market town is very messy with many local brands and minimal differentiation. Although there are players established as Studds, the organized market is only 20-25% of the total market. Since the designs and styles of helmets can be easily copied, differentiation becomes very difficult in this market. Many motorists feel also that the helmet is a buy grudge since they carry of compulsion. Therefore, focus of many travelers will be spent less, get a helmet and carry out.
Fastrack has priced its range between 1495 Rs - Rs 3495 charging a premium. The prices, in my opinion, is steep and make the product out of reach of many consumers. It is in this context that Fastrack RAID in this market becomes interesting. Fastrack will definitely have a headstart because of brand equity. But how is it depends on the freshness that will bring in terms of design and style of the product. Since competitors will be not to waste time in copying the design the challenge will be to keep one step ahead of others.