HYDERABAD: Slowly but surely brand managers are making forays into the deep pockets of the urban women, studying her needs and tailor-making products and services Just4her. And even the delivery systems and spaces are getting a complete women friendly look. What else can explain the new trend of exclusive women stores that are popping up in the city? First it was Brisah, an exclusive women only store, then came in eight zany colours Pleasure, the new 100 cc scooter from the Hero Honda stable and now we have a exclusive Bombay Dyeing Bed and Bath store designed to cater to the needs of the `she-generation.'

Untapped segment

Marketers and manufacturers ensure that the products suit her to a tee. Just take a look at what the brochure of the newly launched 100 cc scooter Pleasure reads, "The under-seat-box allows you to keep your baggage, files and groceries." Files and groceries are important, as the two have become important symbols of the double roles these women play. And herein lies an untapped segment, which has moved beyond saris and dress materials, jewellery and pearls into non-traditional arenas like banking, investments, credit cards and loans schemes.

`Shopping' cards

Not just in two wheelers, her preferences have found a range in banking products too. Accounts of Citibank and ICICI bank have special features like debit cards linked to shopping. Not to mention that all Pleasure riders would be entitled an exclusive Lady Club Membership which will reward them with milestone rewards, personal accident insurance, participation in winner of the month and invitation to special events.

"Finally it's a numbers game, a clever marketer is always watching the trends," says Santha John, Managing Director of Mindspace Advertising.

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