MAM
Micro Cotton appoints Happy mcgarrybowen to redesign India identity
MUMBAI: Micro Cotton, a luxury brand of premium bed and bath linen, has partnered with Dentsu Aegis Network’s Happy mcgarrybowen to reposition itself with a brand new identity as it expands its footprint in India.
Manufactured by Sharadha Terry Products and Kadri Wovens, Micro Cotton currently has a strong presence in over 30 countries worldwide including the US.
Sharadha Terry products chairman and managing director G Kannappan says, “The Indian luxury market is worth around $18.6 billion and is growing at a rapid pace of more than 30 per cent per year. Today, the Indian consumer has evolved and has ample exposure to international brands. They understand high quality and the value of these products. We feel this is the perfect time to expand our highly successful Micro Cotton brand into the Indian Market.”
As part of the mandate, Happy mcgarrybowen – Design has repositioned Micro Cotton as the ‘Craftsmen of Comfort’. The thought has been extended to the brand’s logo design, packaging and all other forms of communication. The new logo embodies the softness of a cotton bud. The lines weave into an infinite loop, reflecting the brand’s unceasing commitment towards advancing the world of cotton products, using technology and innovation.
The packaging extends the thought of ‘Craftsmen of Comfort’ into a unique design. It captures the craftsmen part by commissioning a wood cut design (a throw-back to craft in the days of yore) which, visually, tells the story of ‘Farm to Fold’ and also communicates the heritage of Micro Cotton.
Sharadha Terry products director Vikram Krishna mentions, “Being a lifestyle brand, it is essential for us to have a relevant and unique brand positioning and identity. And we are glad that we partnered with Happy mcgarrybowen for this job. The brand identity and positioning have been a great success and we are confident that it will create a positive impact for us in the market. Product packaging designs are distinct and stand out from the clutter. The product packaging is designed to act as a piece of communication by itself.”
Happy mcgarrybowen MD and co-founder PM Praveen Das adds, “The rebranding reflects both the evolution of the brand as well as its vision for the future, as it brings an extensive collection of its highly acclaimed luxury products to the Indian market. The design was painstakingly crafted over several months for the desired effect. The spontaneous appreciation of the sales force during the launch was a reward in itself for us. We are very excited to continue to partner with Micro Cotton using disruptive and cutting-edge communication to take the brand forward.”
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
