CentrumDirect Limited (CDL), a subsidiary of Centrum Group, plans to embark on a brand awareness programme through digital advertising and social media platforms to promote buyforex.in. Launched in April this year, buyforex.in is an online platform to buy, sell or transfer foreign currencies.
Talking about the marketing plans, T C Guruprasad, Managing Director, CDL, said, “Mobile platform is the key going forward and we aim to ensure customer delight on buyforex.in. We will be focusing on the digital side of the marketing to begin with, as digital marketing can be more target-based than conventional brand marketing through mass media. We will also be reaching out to a whole lot of customers through Centrum Group’s huge ecosystem. Once we initiate our digital marketing initiatives, we expect our customer base to double in the next few months.” buyforex.in provides services to around 300 customers in 52 Indian cities per month on an average.
Elaborating on buyforex.in’s offerings, Guruprasad stated that with the ‘Forex on the Go’ initiative, customers can place orders through their mobile phones and collect the required forex from airport counters. “Today, in this fast-paced life, agility and convenience are prerequisites,” he asserted.
CDL’s investment has so far been in technology, and going forward, Guruprasad outlined, they would keep investing in technology and automation, along with adding other products such as travel insurance.
Talking about the current industry trends and customer preferences in the online forex market in India, Guruprasad pointed out that with the advent of online portals, there is a shift in forex business. “Online forex stores such as ours have a far better reach and will give banks and exchange companies a run for their money. We get customers from all corners of India, be it key metro cities such as Mumbai and Delhi, or emerging markets such as Kozhikode (Kerala) and Ludhiana (Punjab).”
Headquartered in Mumbai, CDL launched buyforex.in in April this year, to offer an online platform to buy, sell or transfer foreign currencies.