Irrespective of this judgement, these charities have now been structured around Being Human Foundation and these will only continue or increase with time,â€ said Manish Mandhana.
The stock price of Mandhana Industries, exclusive manufacturer & retailer of Salman Khan's brand 'Being Human' took a hit after the actor was sentenced to 5 years in jail in 2002 hit-and-run case. The actor would be taken into custody and sent to Arthur Road jail.
Speaking on the likely impact of this judgement on the brand and promotion activity Manish Mandhana, MD of Mandhana Industries in an interview to CNBC-TV18 said they would continue with the promotional activities around ‘Being Human’ because the DNA of the brand was based on charity and was created with six important elements of doing good – love, care, share, health, hope and joy. "We use all the above elements along with real life heroes in our branding campaigns to drive the message of doing good and all our future branding will continue in similar fashion," he added.
The company had entered an 18-year deal with an investment of Rs 150 cr in 2011. On March 25, Company had spoken about plans to demerge retail business into Mandhana Retail Business Ventures. It also said the 'Being Human' sales have grown 40% (YoY)
Below is the transcript of Manish Mandhana’s interview with Mangalam Maloo & Reema Tendulkar on CNBC-TV18.
Reema: Your initial reaction to this and do you expect a hit to the Being Human brand?
A: The verdict has been a sad thing for all of us and all the Salman lovers. However, nobody is above the law and let us see how things unfold from here.
Mangalam: How the promotional activities of Mandhana Industries Being Human brand will be conducted going forward because up until now Salman was the center of around all the promotional activities. With him possibility being incarcerated, how will the promotional activities look for the brand?
A: You see the brand's DNA has been created using 6 important elements of doing good – love, care, share, help, hope and joy. We use all the above elements along with real life heroes in our branding campaigns to drive the message of doing good and all our future branding will continue in similar fashion.
Mangalam: The presence of Salman Khan will be missed in those activities so how will you make up for that?
A: Yes, of course but the brand's DNA is based on charity as well so obviously we have always highlighted that element so far and we will continue to do so.
Reema: You all had plans to enter into the retail business Mandhana Retail Business Ventures now with Salman Khan unavailable for promotion activities would you scrap or postpone the plans of entering the retail business?
A: Not really, Being Human was part of the retail business and there will be more initiatives and more endeavors that we would get into the world of retailing so that was the whole idea to begin with.
Mangalam: There was also an exercise on value unlocking so with Salman Khan being incarcerated right now do you think the value will take a hit of the Mandhana Retail Business Ventures?
A: The value unlocking bit is not the reality because to begin with we want to focus on business, we want to focus on good sustainable, profitable business and if the business creates its own value it always adds a feather in the cap but that is not the objective. Objective is to carry out a strong sustainable business.
Reema: Being Human sales have grown by nearly 40 percent on year-on-year (YoY) basis. Do you see any reason to believe that with this development the sales will not grow at the same pace?
A: To tell you the reality, Salman Khan is the most loved and followed celebrity in the country and across all age groups. This is not only due to his body of work in films but also due to a lot of great work done by him and philanthropic activities which he does not like to talk about.
He has single handedly changed many lives in the last few years through the good work done by him and Being Human Foundation. This love endowed upon him by the people will only grow with time. Irrespective of this judgement, these charities have now been structured around Being Human Foundation and these will only continue or increase with time.