Home / Knowledge / News / Apparel/Garments / Indian woman now express herself with Mohena
Indian woman now express herself with Mohena
27
Oct '09
Futurebrands, a specialist subsidiary of Pantaloon Retail (India) Limited, with a portfolio of brands in apparel,FMCG,home durables categories has announced the launch of a new brand in the lingerie and nightwear category - Mohena, in the Indian market.

Mohena - a lingerie and nightwear brand that is specially designed for the Indian woman who aims to redefine style and comfort in Indian lingerie market.

Explaining Mohena brand conception, Mr. Atulit Saxena, COO -Brands, Futurebrands Ltd, said, “Our reading of Indian woman established her need to 'express herself with comfort', to drop the tag of 'traditional', and her growing desire to 'celebrate comfort and freedom in contemporary Indian context'.Fulfilling the above, Mohena brand gently wraps her into the world of Indian demure comfort while celebrating Indian figure.

In short, Mohena 'makes her comfort appealing' in an Indian way amidst western mannequin world.”

Mohena's designs are an ode to the inimitable femininity of Indian women and celebrate the Indian woman's body and her choice in intimate wear. A wide array of structured lingerie available across many sizes will help serve as the core product that a woman can be sure of finding comfort in, on a daily basis while feeling her stylish best. The focus on nightwear has been to cater to the Indian preference by way of colours, fabrics, silhouettes and surface ornamentation.

Commented Mr. Jaydeep Shetty, Head-New Business Development, Future Group, “Mohena has a range of intimate wear which captures Indian femininity not only in design motifs, but also through the architecture of the product, through ease-breathin fabrics and fits suited to the Indian woman.With Mohena, we aim to create a brand that is reminiscent of the timeless portrayal of the Indian female form and that pays tribute to her beauty.”

Designed in India, Mohena is manufactured at world-class factories for the world best quality to offer comfort and style. Currently, Mohena will be available at the leading Pantaloons and Central Stores in all the major cities in India. In the product roll-out strategy, the brand will first make its presence in Mumbai, Delhi, Bangalore, Kolkata, Pune, Hyderabad and smaller cities like Siliguri, Guwahati, Rajkot & Bhubhaneshwar to name a few.

“We designed Mohena with a different mindset. Our studies showed that Indian women were not adequately satisfied with the choices they had presently and there was a market void of a brand that can understand their specific needs. We have introduced Mohena keeping in mind that Indian women want style, comfort and an element of durability in products but at affordable prices. We hope to create our own customer base through the product offerings of Mohena”, says Mr. Shetty.

Mohena expects to yield revenues of Rs. 7-8 crores in the first full year of operations and then double it each year in the next two years. With five products (three nightwear & 2 lingerie) launched in the market to begin with, Mohena will be a Rs. 20-25 crores brand by end of the third year of operations (by 2012) and penetrate 20% of the mass premium market in the main


Must ReadView All

India much behind China in containerised cargo capacity

Textiles | On 18th Dec 2017

India much behind China in containerised cargo capacity

India’s total containerised cargo capacity of 8.75 million...

Vietnam’s textile & garment exports cross $26 bn till Nov

Textiles | On 18th Dec 2017

Vietnam’s textile & garment exports cross $26 bn till Nov

Vietnam earned $26.844 billion from textile and garment exports in...

Rotex Fabrics grows production with Bruckner stenters

Textiles | On 18th Dec 2017

Rotex Fabrics grows production with Bruckner stenters

The South African company, Rotex Fabrics, which is a knitter, dyer,...

Interviews View All

Nitin Bhatia
Trend Arrest

Setting up a brand for online selling is easy, but running the brand is not

Nuno Venda
ROQ

‘There has been an increase in demand for water based inks, rather than...

Jurgen Gauger
Spreadshirt

‘Buying crowdsourced or creative designs are much more appealing to the...

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Urmil Arya

Sushila International, a well established textile organisation established ...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Anisha Chaudhari
Threads & Shirts

Threads & Shirts is a freshly-tailored concept providing men/women a...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
68.1%
No
13.8%
Skip
18.1%

Total Votes: 94

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.8%
No
29.8%
Skip
7.4%

Total Votes: 94

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
9.6%
Skip
3.2%

Total Votes: 94

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.9%
No
8.5%
Skip
9.6%

Total Votes: 94


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search