“People now regard undergarments as a fashion accessory rather than a necessity and are now more design conscious and are constantly on the lookout for new styles and colours, as a result of which, we keep on launching new products at regular intervals, alongside which, we also upgrade the existing products at par with global standards and provide maximum value-addition for the consumers. Our marketing strategy of advertising even in the smallest villages has made consumers to shift from unbranded goods to our branded products.
“When asked as to how they are planning to counter competition from premium brands like Jockey, Hanes etc, he observed by saying, “We believe that consumers lately are looking out for some thing new, be it a new product, new style, new cuts, new fabric, new packaging etc, and Rupa is being identified in the market with its quality and innovation. I can vouch for the fact that our packaging and quality of products are no doubt superior to Jockey or Hanes. Our M-series with film star Hrithik Roshan as brand ambassador of the brand, is getting good response in the market.”
Rupa was one of the few brands and pioneers in the 80s and 90s to rope in film stars for promotion of its products. We than asked Mr Agarwala to explain as to how this strategy has worked to its advantage, to which he said, “In fact we were the pioneers in roping in celebrities and film stars as our brand ambassadors for endorsing our hosiery products and it has helped us to ensure higher conversion rate at the point of sales. For example, we have Hrithik Roshan now for M-Series and earlier, we had the likes of Govinda, Aishwarya Rai and Celina Jaitley endorsing our brands.
To conclude the informative session, we finally quizzed him on their plans to start innerwear stores across India, to which he informed, “We already have more 40 Rupa Junction Stores and have plans to roll out a chain of premium innerwear stores across the nation and we are even looking at the international market and plan to take Rupa brand to Southeast Asia, Middle East and parts of Europe.”
Fibre2fashion News Desk - India
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