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Chisel & Hammer (Mobel) forays into Luxury Lingerie segment
Sep '11
Chisel & Hammer (name soon to change to Baid Global Ventures Ltd.) as part of its growth strategy in its Textile division is all set to foray into Luxury Lingerie segment in India.

The company will be looking at initial investment of 250 million rupees in the near future, Under the leadership of the new management the company will start a manufacturing plant and will invest in starting and making the new Luxury Lingerie line a strong brand that will become open to a broader audience. The brand will focus on intimate sleepwear for all shapes and sizes for both men and women and center on 'feel happy' and 'shed your inhibitions'.

The new management recently took over the operations and under its leadership the.company has rapidly expanded its retail division focusing on Jewellery, Mobiles & Electronics and Spa & wellness centers. Prior to the change in management and the buying Chisel & Hammer {Mobel} Ltd. the Group was operating in the hosiery and lingerie business for Over 75 years and is currently a strong leader in the hosiery segment with its two major hosiery and lingerie brands: 'See India' and 'Suyog'.

The company manufactures Jacquard and plain elastics for men's underwear with all varieties of yarns including 100% cotton and woven and knitted elastics for women's lingerie including frills, picots and lace.

Over the past few decades, growth in the luxury lingerie market has been on the rise with increased awareness amongst masses and the growing introduction of foreign and domestic brands. The group already has a very strong distribution network with more than 2600 dealers spread across the CotU1try and will leverage this to start retailing the new brand in all metros, tier I and II across India.

The group is also an established player in the Special Purpose Elastics business and supplies to leading hosiery brands of India like Lux Cozi, Amul Macho, Rupa Frontline, VIP among others.

Chisel & Hammer {Mobel} Ltd

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