Zippo Manufacturing, one of the leading lighter making firms in the world, has diversified into other goods built around its iconic brand status and gearing up to expand in India with a wide range of products. In a dual strategy, the company is primarily looking at introducing brand extensions and aims to spring from having a ‘lighters only’ presence to men’s apparel, outdoor and camping gear, writing instruments and products for home that will be supported by a retail strategy. Gradual expansion of the retail sector is an added opportunity for the signage companies dealing extensively in the in-store displays and signage.
