Nidhi   Shilpa
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Lifestyle

Italy: The Extraordinary Commonplace

Italy manoeuvres on its path to the unveiling of the first ever Italian Campaign in India, ‘Italy :The Extraordinary Commonplace‘ -a celebration of the best of Made in Italy.With more than 400 Italian companies based in India, Italian Trade Agency aims to expand the relation and increase their export to India.

The Ambassador of Italy to India His Excellency Lorenzo Angeloni and the Italian Trade Commissioner Dr Francesco Pensabene aims at a two year campaign to promote the best of Made in Italy. The Campaign will give Indian consumers a glimpse of the best made products of Italy. More and more investment opportunities are discovered so that the India- Italy business can flourish.

The sectors the campaign will primarily focus on are design, fashion, food and food processing, infrastructure, smart cities, luxury, and furniture. Under this two year long campaign, a series of focused events and activities in each sector will be held accross the country to promote the Italian lifestyle and businesses in India.The event aims to create awareness about fine Italian products, promote Italian companies and looks to explore new business avenues for Italian companies who would like to enter into the Indian market.

Dr Francesco Pensabene-Italain Trade Commissioner and Trade Promotion Office Director of the Italian Embassy, New Delhi and Coordinator of trade commission offices in India quoted,” We are happy to announce the opening of this campaign and we hope that the friendship between India and Italy will go beyond business in ITALINDIAN STYLE.

Italian Commissioner talked about the potential of Indian market and said they have chosen India because India has the growth rate of 12.6% which is the highest compared to the other BRICS countries. The furniture sector seems more promising and hence this particular sector will be focussed upon in the country.Italian manufacturers capture the Indian furniture market amounting to revenue of 14.3 billion Euros out of which 63% is home furniture. Italy has been ruling the top class/premium category furniture over the past few years.

The industrial design will be the key point of the campaign by the Italian Trade Agency. The design and make in kitchenware and sanitary ware being predominantly ruled by Italian technology.

When we talk about Luxury be it jewellery, watches or Luxury Cars, Italian Trade Agency believes India has the strong potential as a country to invest in.The two year Italian campaign will execute plans to kick off the Fashion segment as it believes that India is a very strong market of 51 billion Euros and rich in Beauty, Elegance and Style. Italy is more known for Top class clothing in fashion category.

To flag off the campaign, a two day event entitled ‘La Dolce Vita: a Celebration of Italian fashion , luxury and lifestyle’ was recently organized in association with Dlf Emporio, the hub of luxury in the heart of the capital city on the 11th and 12th of March, 2016.The event transformed this shopping destination into a virtual Italian luxury hub with an Italian ambience, and exhibited some of the finest Made in Italy products and collections that India ever witnessed.

Review Credit: Sonal Gupta

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