June 2019 \ Business & Investment \ BUSINESS AND GOVERNANCE
Indian Terrain signs up with Dhoni, to expand network

With the signing of Indian cricket icon Mahendra Singh Dhoni ...

Bijoor added that a cricketer can take different avatars—player, captain, commentator and others. So it is a long tail. He also said that such players are effective and may come at a lesser cost than what a cricketer at his peak would charge for brand endorsement.

About the firm’s expansion plans, Indian Terrain Managing Director Charath Narsimhan said, “The company will be expanding its retail footprint to 300 outlets from the current 150 outlets. The bulk of the expansion will be through the franchisee route. The company will expand into markets in north, east and west, and south.”




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