Home / Knowledge / News / Apparel/Garments / Rupa strikes gold with sound marketing strategy
Rupa strikes gold with sound marketing strategy
22
Apr '10
Mr PR Agarwala, Chairman, Rupa & Company Ltd
Mr PR Agarwala, Chairman, Rupa & Company Ltd
1968, was the year, when three brothers hailing from Rajasthan, laid the foundation to what is now a more than Rs 5 billion turnover business of hosiery undergarments and allied products and is also now, the biggest manufacturer of hosiery and innerwear products, with a 20 percent market share of the Rs 25 billion branded hosiery undergarment market in India, with a reach, spreading across the length and breadth of India and overseas markets too.

It is none other than; the Kolkatta headquartered Rupa & Company Ltd. The three Agarwala brothers, led by their eldest brother, Mr PR Agarwala had their humble beginnings in a small partnership trading firm, under the banner of Binod Hosiery. But the desire to create their own product was always there. 1968 was the year, when the Rupa brand was first conceived. Today it has the distinction for being listed in the Limca Book of Records as the biggest manufacturer of knitted undergarments in India, since the last six consecutive years.

Today, Rupa, the original brand, has now conceived and evolved in to a umbrella brand for the firm, with the launch of a number of sub-brands like Macroman, Euro, Frontline, Softline, Bumchum, Jon, Thermocot, Footline and many others, who, all have been successful in carving out a place in the retailer's shelves as well as the consumers mind. The company has also recently launched two premium brands; Air and Embrace to take on the likes of Jockey and Hanes.

Fibre2fashion recently spoke exclusively with Mr PR Agarwala, also called 'Bada babu' within the company. We began by asking him to share the memories from the day, he started the hosiery business, to which he said, “It was around 1957, when we floated a very small manufacturing business in Kolkata under the name of Binod Hosiery. We started with vests in a small quantity of 10 dozens at that time, but the real progress started happening from 1968 when the Rupa brand was first born.

“We started initially manufacturing male undergarments and within a short span of time, we expanded our product line to include female innerwear also. Spurred by the success in the eastern parts of India, we decided to make the brand more prominent by launching it at a national level in 1975, from when the golden journey began. Our success can be measured from the fact that, we have been listed in the Limca Book of Records for being the largest manufacturers of hosiery products in India, for the sixth consecutive year.”

Considering that, there are numerous brands in India as well double or even triple that figure in the unorganized sector, we asked him to reveal the strategy that they employed to reach this stage, to which he replied by saying, “We in Rupa always believed in creating “value-for-money” products which targets all the segments of the society, which in turn has created more avenues to reach this landmark. The branded undergarment market in India has seen radical changes in terms of pricing, placement, packaging and innovation.


Must ReadView All

Courtesy: Kai Pilger from Pexels

Textiles | On 24th Apr 2018

Pakistan’s textile exports up 7.77% in July-March FY18

The value of textile and garment exports from Pakistan increased by...

Alliance to form joint entity for safety in factories

Apparel/Garments | On 24th Apr 2018

Alliance to form joint entity for safety in factories

On the 5th anniversary of the Rana Plaza Collapse, The Alliance for...

China’s Alibaba partners with Thailand for digital trade

Textiles | On 24th Apr 2018

China’s Alibaba partners with Thailand for digital trade

China’s Alibaba Group recently signed an agreement with the Thai...

Interviews View All

Veronique Lee
Modavanti

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Karan Suratwala
Key Textile Accessories Private Limited

Chinese imports are destroying the supply chain

Headhonchos
Textiles & allied industry

Textiles industry is always in the forefront in accepting latest technology

Anupam Arya

<div>Jaipur-based Fabriclore Retailing Pvt. Ltd. is attempting to revive...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Urmil Arya

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

Eric Scholler
Groz-Beckert

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

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Cigdem Akin
Cigdem Akin

She has carved a niche for herself as the national brand of Turkey. Her...

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

Leave your Comments


April 2018

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
69.9%
No
12.6%
Skip
17.5%

Total Votes: 103

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
63.1%
No
29.1%
Skip
7.8%

Total Votes: 103

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
87.4%
No
8.7%
Skip
3.9%

Total Votes: 103

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
82.5%
No
7.8%
Skip
9.7%

Total Votes: 103


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