Bw!tch to use Lycra fiber in cotton stretch garments

Invista, one of the world's largest integrated producers of polymers and fibers, has associated with premium lingerie label Bw!tch, to introduce garments with Lycra fiber. To start with Bw!tch will introduce cotton stretch panties with Lycra fiber and will soon introduce it to other garment segments as well. This brings together two leading players to provide customers with better fit, comfort and superior quality of products. Bw!tch cotton stretch panties will carry the Lycra fiber hand tag, an assurance of superior quality of the product.

Traditionally Indian consumers have preferred 100% combed cotton fabric but with the fast evolving intimate apparel market, consumers are increasingly looking for improved fit and comfort. Therefore Bw!tch, from the House of Genesis Colors that also has popular brands like Satya Paul, has decided to take a step in this direction by associating with Invista to use its flagship  Lycra fiber to develop cotton stretch panties.

Avinash Chandra, Marketing Head - South Asia, Invista, said, “We at Invista are proud to be associated with Bw!tch, one of the finest brands in lingerie. A premium brand like Bw!tch is the right vehicle to take our products to the consumer, who is constantly looking at improved fit and comfort in their garments.”

Mr. Rajiv Grover, COO, Genesis Colors Pvt. Ltd. commented, “We are pleased to associate with a global company like Invista, which is a leading producer, seller and marketer of differentiated fibers and textile innovations. They offer incomparable value in terms of technology, consumer and market insight and value chain support. With this association we are confident to meet the rising consumer demand for better quality products and are sure that they will see the benefits of this collaboration. We also plan to take ahead this association to other product segments in the near future.”

Bw!tch is a youthful, elegant, fashionable lingerie brand for the contemporary woman, who is independent and far more experimental in her choices than ever before. It brings forth an ideal mix of all key elements- fashion, form, function and fit. Currently Bwitch is present in all the leading retail chain stores across India with around 170 counters in the MBOs. Apart from that Bw!tch has presence in most of the regional trade stores, online stores and has a total of 8 EBO’s. In the year 2012, Bw!tch is looking at 100% growth in terms of revenue.

Invista