DC Design soups up your average car and makes it look like it jumped out of a Batman movie. They have 300 employees. And they do up the interiors of trailers belonging to movie stars.
They've launched a Rs. 4.5 lakh ($10,000) mass customizable product aimed at owners of SUV's like the Toyota Innova. The beauty of their positioning is that they've compared their offering to a First Class seat on a plane or a Rolly Royce interior. I believe that this is a star business due to the following reasons:
1. Clear target market - owners of SUV's who want to upgrade their interiors and enjoy a new level of luxury.
2. Creation of an entirely new category - This is not the automobile category. This is a new category that DC is creating in the Indian market. The category can be summarized as "Bringing the Movie Star Trailer experience to upper middle class Indians." It's clear, specific and different. And there is no comparable competitor in the space.
There are a few negatives such as longer cycle times (since the customizations need to be done individually) and the fact that they've chosen to make a set of initials (DC) into a brand.
But the concept definitely has star business potential.
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