According to HLL marketing controller (personal products) Dalip Sehgal, ``the prestige brands market comprising Calvin Klein and Elizabeth Arden is in reality `very prestige' for the Indian market. Under the current pricing, the brand attracts only the top three per cent of the consumer market. We are studying various plans to make the brand more affordable without affecting its brand equity and quality.''

The company is not closed to the idea of launching CK in low-unit priced bottles which could create a larger consumer base, and thus lead to higher volumes for the brand. However, it is skeptical that small bottles/packs may dilute the brands' `prestige' equity. Besides low-unit price packs there are other means of making it happen, as what worked for shampoos, may not click for prestige fragrances.