INTRODUCTION:

The purpose of branding earthen lamps or diye is to give a new aspect or dimension to
something that has existed in our markets for years. Earthen lamps have long been used over
various occasions to add to the beauty yet have always been
a part of the handmade goods cottage industry and have
never been given the due importance as something that can
be associated with festivity, joy, happiness, and all the more
brighter aspects of life. Branded earthen lamps would not
only assure that the money spent is worth the color and
memories they add to your little joys in life but would also
offer specially customized earthen lamps for larger orders-
assuring that their clients get what matches their aesthetic
sense and truly complements their style. Earthen lamps at
Chiraghan will be designed with special color schemes based on the events they cater and
offered to customers in such a way that they would be confident over their purchase and
know that they are taking home a true celebration gift.

BRANDING PROCESS:

STRATEGY: The concept and the idea to brand earthen lamps or diye is to let people know
about the festive, and colorful nature of our traditions and culture, The Core aspect is keeping
traditions alive by making celebrations memorable and preserving culture by promoting
handmade goods (earthen lamps).

Chiraghan would not only be offering simple earthen lamps but instead painted/ embellished
earthen lamps that are event based (catering to your needs with style) and giving its
customers an edge over others. These earthen lamps will not only help beautify but will also
be more appealing to the eye of the viewer.

The events catered among others will include Eid, Milad, Independence day, mehndis
(decorated thaals), Basant and various other events of minorities living in the country like for
eaxmple deewali for hindus.

They will also offer customized designs (selection from design palettes) but this would only
be for larger orders: minimum order of 100 earthen lamps.
Branding earthen lamps (diye) will provide the company an edge over competition but at the
same time targets specific market segments: upper middle to high class (lower class and
lower middle would prefer non-branded, plain, low priced (Rs. 5/-) earthen lamps.

Price: Rs. 15/ branded earthen lamp (for painted designs but may vary for special
embellishments).

Differentiation: Designed, painted, embellished (shisha, gota etc) earthen lamps offering
customized designs for larger orders. Designs and color schemes for the diyas will be event
based. Besides this not only will the normal kerosene filled earthen lamps be offered but the
variety would also include colorful wax filled scented diyas to complement the different
celebrations. The clay of earthen lamps would also be molded in Different shapes and
designs. Earthen lamps will also be offered to the customers as a decoration item like candles
with attached stands. With each package for different celebrations special complementary
gifts will also be added to build a strong customer base.

Special Offerings:

 Bangles or mehndi with Mehndi diya decorated thaals

 Kites with the basant package
 Crackers with the Independence Day package
 Agar batti for Milad package
 Bangles or mehndi with Eid special

Packaging: Cane Basket containing minimum six earthen lamps with transparent wrapping,
together with the logo tag and the precautionary instructions tag. (Special packaging designed
to enhance the company’s image in the minds of the consumer and to make them feel good
about their purchase and guarantee that they take home something worth the price that they
have paid.

Vital Positioning Statement/ Strategy Statement  Strategic Concept:

A celebration item that help create special memories. Helps celebrate life the traditional way.
Establishes a link to culture, heritage and ones own roots. Offers customization, edge, style,
and perfection.

CREATIVE BRIEF:

1. Branding Project Title:

Product: Branded Diye/ Earthen Lamps
Brand Name: CHIRAGHAN
Tagline: Celebrating Life
2. Launch:
First time as a proper branded product in the market.
 Repositioning: as the product is already present in the market as a handmade good
its launch as a branded item with proper designs, customizations and association
with the different events and celebrations is a kind of repositioning and
highlighting the importance of the product in the minds of the customers.
Effect on people: By making it an essential part of the different festivals the
element of light itself increases the joy of festivity, making events more
memorable.
Customized designs / festooned diyas that give you an edge over others:
something that grasps attention and makes people appreciate your choice. Helps
create memories.
3. Who is brand aimed at?
Upper middle to high class (enjoys and celebrates on a larger scale)
Event offerings: Eid, Milad, Mehndi, Basant, Independence Day celebrations etc.
Decoration items
4. In welcome, In Commemoration…
In Festivity and Celebration…
CHIRAGHAN
Celebrating Life!

Creative Guidelines: outlook and visual presentation (black against lights)

A whole ambience needs to be created at the outlets. Traditional Mughal art
and architecture to be adopted for the outlets, in order to be more appealing to
customers and provide an experience worth remembering.
No definite timing to go into the market. But special packages and offerings
can be introduced for the different events.

Strategy to attract customers: Emotional appeal.

Not much direct competition  plain earthen lamps available in the market therefore need to
formulate a proper strategy to relate to people and create associations: what is it about using
our brand that makes its users special-gives you an edge over others and provides a sense of
style and also helps make celebrations memorable.

Future orientation: easy product and service extension into event planning, event lighting
arrangements and other decorations (tagline: Celebrating life in no way specifies itself to just
diye and the brand name: CHIRAGHAN gives a sense of radiance in life again in no explicit
terms does it in any way relate to earthen lamps. Therefore, it very well can accommodate
change: adding new product extensions or doing business across new lines.

CONCEPT: Core Concept behind branding (foundation of entire visual branding):

celebration items (branded earthen lamps) that help create special memories. Helps celebrate
life the traditional way. Link to the cultural heritage and ones own roots in style providing
Customization, edge, and perfection providing emotional benefit to customers.
Visual Advertisement Concept: Woman recalling her past: flashback (all scenes contain
earthen lamps)  14th August (her childhood: black & White)  Basant (fun aspect: colors
of life)  Mehndi (her wedding memories)  Eid (her kids playing)
In welcome, In Commemoration…
In Festivity and Celebration…
CHIRAGHAN
Celebrating Life!

APPLICATION: how will the brand be presented to the audience?

Television advertisement
Print advertisement in cultural and wedding/ bridal fashion
magazines, Sunday newspapers (Instep (The News), Images
(Dawn) etc.)
Brochures for customized design palettes (available only at
outlets and provided on demand)
Signage: sponsored locations around the city (roundabouts,
locations around Lok Virsa (tourist attraction areas: especially places where they come to
learn about culture), folk and heritage museum  to show and support our commitment to
preserving culture and keeping traditions alive.

IMPLEMENTATION: Prioritize work:

Brand Name/ Logo/ Tagline

Decision on locations of outlets
Signage locations and designs: to create hype among people before
actually launching the product  Highlight the importance and beauty
that light can add to an otherwise dull place
Design details from outlet ambience to earthen lamps designs (clay/ paint/
embellishments etc)
Promotional campaign (print and television)
Obtaining copyrights and getting registered

LABELLING: The label tag will be attached with the logo tag and will contain all the
necessary cautionary instructions for the customers to ensure their safety and guide them on
how to light up the earthen lamps or diye (oils that can be used for filling etc).
CUSTOMER BASED BRAND EQUITY:

Branded Earthen lamps: Celebrating life

Difference it makes to a customer: provides an edge over others

and provides a sense of placing more importance to your
memories and making events memorable.

Easy choice: because we offer the only branded earthen lamps

with customized designs  more convincing and the
desirability factor is high

Advertisements and complementary offerings leave a positive impact when making a choice

SOURCES OF BRAND EQUITY:

AWARENESS: registering your brand in the minds of the consumer (recognition & recall
performance)

Linking earthen lamps to our culture by making them an essential way of celebrating events
(Eid, Milad, Basant, Independence Day celebrations, Mehndi).
In welcome, In Commemoration…
In Festivity and Celebration…
CHIRAGHAN
Celebrating Life!  Celebration: encompasses all (recall factor: you
remember CHARAGHAN whenever you think of any celebration)
Complementary offerings are also a way to enhance the recall factor: act as reminders. Apart
from this the advertisements (visual and print) and signage also create brand recognition and
make recalling easy.

Consideration Set: 1. Plain non-branded Earthen lamps (handicrafts): there availability is not
usually known and the customers don’t know if it serves their purpose or no: designs and
colors and styles they actually want. 2. Branded Earthen Lamps (CHIRAGHAN –
Celebrating Life!) all drawbacks covered – greater awareness due to advertisements and
signage.

IMAGE: perceptions or beliefs in consumers minds about the different product attributes/
attached value that the consumers will be using  distinctive features: Event based
Designed, painted, embellished (shisha, gota etc) earthen lamps offering customized designs
for larger orders.
Colorful wax filled scented diyas to complement the different celebrations.
Earthen lamps will also be offered to the customers as a decoration item.
With each package for different celebrations special complementary gifts will also be added
to build a strong customer base.
Creating associations making earthen lamps an essential part of celebrations

SALIENCE/ IDENTITY: help create memories and keep traditions alive. Make celebrations
more lively and memorable through CHIRAGHAN Celebrating life!

PERFORMANCE: satisfaction of functional needs  targeting the

upper middle and high class and serving the need for recognition, style
(edge over others, being the center of attention by making people
appreciate your choice and lighting up your life. Greater satisfaction
over quality, since are purchasing a branded product.

IMAGERY: ways in which a brand is trying to meet your social and psychological needs.

Intangible factors that enhance usage: situation/ event based

Branded diye with their style and customization provide its customers with a feel of
appreciation, value for their money (an investment worth making), connection to their roots
and a traditional yet classy approach to celebrating events the cultural way.

JUDGEMENT: associations and images you have of a certain product  opinions are based
on them.

Easily available/ convenience of search

Variety of designs based on different events
Customization options
Quality guaranteed
High credibility (branded: known name)

FEELINGS: emotional attachment or the response customers would have towards a specific
brand  how it affects your relationship with each other

CHIRAGHAN Celebrating Life: aim is to create associations by

showing how Chiraghan helps create memorable moments at various
stages of your life. How it adds color to your and your loved ones
lives. This is the reason why the advertisement not only revolves
around the different celebration aspects but how they relate to an
individual and the importance they hold in ones life.

Feeling as an expression of emotions: Warmth

BRAND POSITIONING:

Image/ perception about a particular brand/ offer in the minds of the customers

IDENTIFYING AND ESTABLISHING

BRAND POSITIONING:

COMPETITIVE FRAME:

BUSINESS/ INDUSTRIAL SEGMENTATION
PRODUCTS: Offers finished goods
BUYING CONDITIONS: easy availability and
greater awareness among people about location
DEMOGRAPHICS: small scale production with
few employees since it is a cottage industry and
initially targeting at maximum market share
since it holds a monopoly (the only branded
designed earthen lamps being offered)
Target Market:
Market Segmentation: based on small
homogeneous groups
CONSUMER SEGMENTATION
DEMOGRAPHICS: Upper middle to high class so
moderate to high Income groups
PSYCHOGRAPHICS: for those who place
importance to culture, traditions & values, fun
loving people who know how to enjoy life, people
with an aesthetic sense of style
GEOGRAPHIC: Urban areas and most importantly
major cities like initially Islamabad, Lahore,
Karachi
BEHAVIORAL: event based requirements (eid,
milad, basant, mehndi, independence day etc)
along with usage as a decoration item

Which products does it compete against?

Competitors of branded earthen lamps include local non-branded earthen lamp makers
(kumhaar) who usually make many different clay items. Indirect competition may also come
from other substitute products like candles.

POINTS OF DIFFERENCE: unique aspects of a brand providing sustainable competitive

advantage  attached value/ compelling reason to buy a certain product

BASIS:

 DESIRABILITY: branded designed, embellished, and scented earthen lamps with

the available option of customization (designs and color schemes). Since it is branded
there is a guarantee for the quality of clay used and are more desirable because are
conveniently available at proper company owned outlets.
 Relevance: What the customers are looking for? A
decoration for celebrations, that gives others a reason
to awe and appreciate your sense of style and choice.
Unique and Distinctive: branded designed, embellished, and scented earthen lamps
Believability: high level of credibility-an assurance of the quality that they are getting
 DELIVERABILITY: how do you put your message across to the customers to get
the desired result. Initially in order to make people know the essence or feel earthen
lamps add to an otherwise dull environment or place and the ambience created with
their usage, signage at central locations around the city can be used. Next they can use
print media and television advertisements to support the message that is intended to
be forwarded to the customers and create associations with them or relate to them in a
way that helps enhance the relationship between the company and its customers.
Feasibility: convince people through your communication. Advertisements based on
showing the varied use of earthen lamps as well as how it helps preserve the special
moments with your loved ones.
Communicability: soft tone to convey the message of warmth.
Sustainability: Internal managements long term commitment. The company will have
to ensure that the service that they promise with regards to catering customized orders
is provided within the specified time duration to ensure greater customer retention and
provide them with a reason to give Chiraghan an opportunity to make their
celebrations unforgettable.

POINTS OF PARITY: shared concepts among brands.

 CATEGORY: exists at generic product level. The very basics for a specific category.
Lights: includes all sorts of decoration lights  earthen lamps, candles, electric lights
 COMPARATIVE COMPETITION: added features to place your brand against
competition.
Customized designs to suit the tastes and
preferences of the customers. Wax filled scented
diye to provide same benefits as a candle but in a
more traditional and appealing manner. Proper
branding and precautionary instructions labeling to
show the customers that we care.

1. Separate attributes or features/ physical attributes you want to link your brand to
Attributes: quality, packaging, designs, color, and customization
A complete package to create a positive perception in the minds of the customers
2. Redefine the relationship: its not just about lighting up lamps or lights, its about the
importance that you give to your celebrations, how you want to remember and
 preserve them in your memory and in the memories of people who are a part of it.
How do you want people to look at and remember you (as someone who loves
sticking to traditions yet at the same time has an aesthetic sense to support and carry
that image with style).

UPDATING POSITIONING OVER TIME: it caters to higher level needs above physiological
needs like psychological needs, need for recognition in your society, need for self realization
and actualization. With time the company will have to add more products in order to retain
their current market share ad expand further. They can flow into associated fields like event
planning, event lighting arrangements and other decorations. Later they can move to
categories like designer wedding wear etc which may not be directly linked to the current
offering of the company but indirectly linked to the category that they cater that is
celebrations and festivals.

BRAND ELEMENTS:

BRAND NAME: CHIRAGHAN  means illumination and symbolizes festivity. Brand

name is the most difficult element to change with time as it gets registered in the minds of the
consumers. Therefore, chiraghan conveys the message of light which is what the earthen
lamps provide but it does not limit itself to just earthen lamps because it is more general and
can be used for various other brand extensions. It is meaningful and at the same time conveys
a spirit of celebrations. And since the targeted market with reference to our traditions and
values is more culture based the brand name has been kept in our local language Urdu and is
also a word that most people recognize and associate when referring to light (culturally
adaptable). And since there is greater familiarity with the word Chiraghan it can easily tap
into the existing knowledge of the target market.

Type of Name: Explanatory  best possible description

TAGLINE: the tagline is “celebrating life”. We had to make our product more than its simple
and obsolete nature. Hence we decided to market it as a decorative item associated with
various celebrations in our lives which are still true to our culture and traditions as is the diya
itself. The use of the product would be categorized with a number of celebrations all year
round. We decided on “celebrating life” as the tag line because firstly it fits our brand concept
and idea perfectly and it successfully takes the brand beyond its simple and obsolete use into
a new product category as a one off decorative item.

LOGO: Our logo is a combination mark with an image of diya/ earthen

lamp encircled with various other images showing different age groups
that comprise our market segment. The side images basically depict the
different occasions that chiraghan caters to. CHIRAGHAN is written at
the bottom in a fiery font along with the tagline Celebrating life. We have
tried to keep the logo elegant and at the same time colorful to support the
celebration aspect of the product.

COLORS USED:

The colors that have been used for the images in the logo are
all the festive tones and ones that when blended together have
a very soothing effect to the eye. The colors which dominate
are orange and yellow, purple, blue, and green.

Orange: is a combination of yellow and red. Orange is

considered a warm color and orange expresses energy. It has
luminous qualities and has been used for attention-getting
purposes. It symbolizes balance, warmth, enthusiasm,
vibrance, flamboyancy, and is demanding of attention.

This is the reason why the same color has been used for writing the Brand name: Chiraghan
as well.

Yellow: represents joy, happiness, optimism, idealism, imagination, hope, sunshine and most
importantly light.

Purple: The color of royalty, purple connotes luxury, ceremony, transformation,

enlightenment, and sophistication. It is also feminine and romantic.

Green: The color of growth, nature, and money. A calming color also that's very pleasing to
the senses. It is the traditional color of peace, harmony, comfortable nurturing, support and
well paced energy.

DESIGN: the design of each diya is to be associated with a specific occasion. The
embellishment and color combination is to be coordinated with the event. We want to portary
our product to be more than just a simple lamp but a symbol of the event itself, it has to fit in
the ambience or even build it. It can be used to bring in a nostalgic element and to
build an eastern atmosphere.
TYPOGRAPHY: The font that has been used for Chiraghan is simple and clear but has been
given the fiery effect to denote flames/ light coming out of the earthen lamps. For the tagline
Celebrating life a font similar to Monotype Corsiva has been used to give it a more stylish
look against the traditional touch that dominates the entire logo.

BRAND : The brand signature includes the earthen lamp/ diya,

images of festivity, tagline: Celebrating life and the brand name itself: Chiraghan in the fiery
font. The purpose was to put in as much colors to complement the theme of celebrating life
with different images depicting the same. The brand name and tagline however have been put
against a black background because black is appealing to the eye and the fiery font suits well
against it. And the combination of black and white also complements light against darkness.

COLOR SCHEME FOR EARTHEN LAMPS: the colors will be coordinated with the events the
diya is catering to. With bright colors like red, yellow, orange being used for events such as
weddings , mehndi etc and with more sober colors like white and green being used for Eid
among other religious appointments and Independence day.

PACKAGING: it is to be packaged as a single lamp or in a basket of six. The units will be

packaged in transparent wrapping with the attached tag with logo and tagline and necessary
instructions. The six will come in a basket with transparent wrapping. We want the colors and
design of the diyas to speak for themselves and not to be hidden away by the wrapping.

PLACEMENT: Since we are marketing it as a decorative item the most obvious placement
would be in stores such as illusions, handicrafts shops. It can be marketed in different arts and
handicrafts forums like the ones held in lok virsa. In addition seasonal stalls can be set up in
the main markets on Eid, Independence Day.

PROMOTION: Integrated marketing Process: this is a means of the marketer to communicate

with the market in order to remind, inform, and persuade customers. It represents the voice of
the brand. The promotion attempt will be extremely significant to the success or failure of
chiraghaan. It plays a crucial role in market penetration and creating awareness and building
brand image amongst the customers. Hence, chiraghaan will have to spend extensively on
marketing and use a combination of various tolls to get across to the target market.

INTEGRATED MARKETING PROGRAM:

The methods used by chiraghaan are:

TELEVISION: can get across the message to a larger audience. All home entertainment
channels, family channels can be targeted for promotion especially for slots around lifestyle
and fashion related programs. The best time to air the ad would be after evening (around 6
onwards). This is the peak time during which usually families sit together to watch television
and since the message is meant to craete an emotional appeal to the entire family to help them
preserve their memories this time suits well.

WEBSITE: this has become very important in todays IT era. The website can be used to
market the product with pictures, can be used to get feedback( blogs ). And the website can
be used to place orders by customers. A customization feature can be used, where the
customer can design there very own customized diya, for a premium price.

PRINT: the print add can be placed in various markets. Billboards can be used for
commuters. The ad can be placed in several prominent bridal magazines since they are a big
chunk of the market we are trying to target, and décor magazines can be used as a platform.
Print ad can also be put in Newspapers like Instep (The News Sunday edition) and Images
(Dawn). Brochures can be used for customized design palettes (available only at outlets and
provided on demand)

SIGNAGE: sponsored locations around the city (roundabouts, locations around Lok Virsa
(tourist attraction areas: especially places where they come to learn about culture) like folk
and heritage museum.

ELECTRONIC ADVERTISEMENT:

BRAND CONCEPT: The concept of our product is to

create an association by emotionally appealing to
families through relationships, their importance,
celebrations in life and ways to preserve them. A woman
has been shown recalling her past in the advertisement
and how earthen lamps are related to the various
occasions in her life from her childhood to her kids.
Women are the strongest segment to target when it comes
to creating an appeal for families because they represent
all emotions and relations. The concept revolves around how earthen lamps or diye relate to
and make recalling events in ones life easier. The importance individuals place for themselves
and how they can feel that they are special is the core concept behind the electronic
advertisement.

CREATIVE STRATEGY: The creative strategy is aimed at warmth playing around

relationships and emotions and therefore the entire theme has been kept sober and soft toned.
It is aimed at highlighting the importance of diye/ earthen lamps on various occasions
(different usages).
Point of parity: Our competitors comprise all those dealing with light related products.
Lights: includes all sorts of decoration lights  earthen lamps, candles, electric lights etc.

Point of difference: The difference between our direct competitor and us is that we offer
branded designed, embellished, and scented earthen lamps with the available option of
customization (designs and color schemes).

MESSAGE STRATEGY: again complements the entire theme of festivals and celebrations.
Families comprise of many different individuals so we are actually trying to appeal to each
and every member of our intended segment letting them know that we help create and
preserve memories-help them celebrate their life. And therefore, different events like
Independence day, Basant, mehndi and Eid have been portrayed through the ad. It intends to
promote a message of special love and association towards those who are important to you.

EXPOSURE: The main purpose of the ad is to reach everyone and touch their lives and make
them realize that how we through our product (earthen lamps) can help them feel special
about them. It is a short lifecycle from one generation to the other and intends to create a
feeling of warmth, love and care.

ATTENTION: The message should be put across to the intended audience in such a way that
it grasps their attention only then it will result in a positive response from the potential
customers. The ad uses the typical family, relationships and emotional appeal which
unintentionally engages one towards itself since it enables them to recall something similar
from their past events but the absence of something which is there in the ad (in this case
earthen lamps) makes them realize what could have made their life events more valuable and
memorable not only for them but also for all those who are a part of them. This indirect
engagement makes them sit and watch the ad and also go out and but the product when the
need arises.

COMPREHENSION: The ad generates feelings of warmth for your loved ones. A woman is
shown recalling her childhood, then the fun filled days, followed by her wedding and even
today with her kids the only thing that is common are the earthen lamps or diye at all the
various celebrations. It shows the bonding between diye/ earthen lamps and the good and
memorable life events. The message is that its not about the event and the arrangements that
need to be made, its your perception of how you want to celebrate it. And branded earthen
lamps are not specifically for an event or two but to help you Celebrate Life.

YIELDING: The response shown throughout the ad is favorable as the branded earthen lamps
or diye have moved from one generation to the next adding the same color and joy to events
then and today.

INTENTION: The smile and happiness that comes on the woman’s face looking at the
earthen lamps and recalling her past shows a favorable behavior, a close bonding and gives a
feeling of warmth and love. It emotionally engages the viewers mind and generates a positive
response.

BEHAVIOR: The behavior is what we rely on our consumers. Our focus is on sophistication
and intricacies of relations. Offering something that is traditional, bonds individuals to their
roots yet at the same time is classy and appealing.

PRINT ADVERTISEMENT:

Our print ad has been kept simple with a plain black background and the
company logo on one side. It also carries the complete tagline that is In
welcome, In commemoration… In festivity and celebration…
CHIRAGHAN Celebrating Life! The images used show the usage of earthen lamps or diyas
at various occasions and the different styles and colors of earthen lamps. Colors against black
appear very vibrant and appealing.

BRAND MANAGEMENT PROCESS:

IDENTIFYING AND ESTABLISHING BRAND POSITIONING AND VALUES:

Brand positioning is of primary importance to the launch of a new product. Brand positioning
means how the customer perceives the product in comparison to that of the competition. In
our case Chiraghan will be competing with other generic diyas and indirectly with candles as
a decorative item. By branding our product we have significantly added to its values etc to
distinguish it clearly from that of the competition giving it its own identity. We have
associated several points of difference to it namely being packaging, design, logo, color etc.
the tagline we have attributed is a clear representation of our brand positioning the perception
we want to create in the minds of the market.

GROWING AND SUSTAINING BRAND POSITIONING AND VALUE:

In order to grow and sustain brand positioning we will continuously have to come up with
new and innovative ideas to keep our brand as vibrant in the market and in the minds of the
customers. To keep our brand positioned in the market we hope to obtain patents and
copyrights to protect the product and our intellectual property from infringement. It is also
important to maintain and guarantee a standard of quality that is quality assurance. We must
make sure that our product is up to the required standards of quality. Also corporate
responsibility must be embraced. Tags are to be attached to the product clearly mentioning
the necessary precautions to be taken with operations of the product.
CONCLUSION:

We wanted to reposition the product in the market and to give it a new perspective. Diyas
have long been used to add beauty, and have been a significant part of handmade goods
industry. They have not been given their due position in the market. What we wanted to do
was take something obsolete and that has been long forgotten and to revamp in to a product
sophisticated enough for today’s customers. We kept the unique element of nostalgia and rich
h heritage that comes with diyas and launched it with an intelligent branding strategy to add
value to its simple nature. We were trying to market simple earthen lamps but by branding
them they have become more then that. We have significantly added value and clearly and
surely distinguished it from that of the competition. We carefully designed a marketing
strategy aimed at the new target market. We hope that Chiraghan will be a success in the
market and hope to expand our operations in the future.