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

Textiles | On 22nd Apr 2017

Strong rupee & weak trade to affect textile exporters

Textile and apparel exporters' earnings and EBITDA margins will be...

Textiles | On 22nd Apr 2017

Myntra acquires InLogg

With an aim to strengthen supply chain and logistics, Flipkart-owned...

Textiles | On 22nd Apr 2017

Aditya Birla Group launches new variant Liva Crème

After its successful launch of high quality fabric Liva in 2015,...

Interviews View All

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Prabu Mohanram
Balavigna Weaving Mills Pvt Ltd

The biggest challenge that the weaving industry faces is high price

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Marten Alkhagen
Swerea IVF AB

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

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Igor Chapurin
Chapurin

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

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
April 2017

April 2017

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

SUBSCRIBE


Browse Our Archives

GO


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