We strive to push our limits to do way better
In 2020, Bummer, a new-age apparel brand, set out on a mission to change the way people felt about their underwear. In a very short span Bummer has created a distinctive space in the market by retailing over one lakh products. The company have evolved to offer comfort, style statement, and intimacy, and thus become an extension of a person’s personality. The brand is on a mission to provide ultra-soft, breathable and eco-friendly products that will make people feel good inside their clothes and help them to break stereotypes in the traditional innerwear market. In an interview with Fibre2Fashion, Founder and CEO Sulay Lavsi discusses the transformation going on in India’s innerwear market.
When and how did you start Bummer?
While style and comfort should go hand in hand, the Indian innerwear market has largely been dominated by mainstream industry players offering comfort but not style, while on the other hand the leading global brands provide style but loose comfort. With the changing times, millennials are fast gravitating towards underwear that is not just functional but has a fashion quotient and comfort that reflects their individuality. To cater to the requirements and needs of patrons, Bummer was established in the year 2020 with the primary idea to bring realism, fun, sustainability and a feeling of freshness to this rather monotonous segment. After receiving a lot of appreciation from our consumers on existing products like undies, bikinis, boy shorts, hipsters, boxers, trunks, briefs, pyjamas and more, we strive to push our limits to do way better, for the shoppers and for the planet. Therefore, in the near future we plan to launch our new product category ‘Glow in the Dark’ for both men and women. With all these efforts and learning, we are all geared to maintain our top position in the intimate apparel industry.
Why did you decide to get into innerwear?
Coming from a family lineage of apparel, the segment was automatically an area of key interest to me while I was growing up. I am also a skilled tailor with a deep understanding of apparel innovation and fabric supply chain. Pursuing a MSc in Entrepreneurship & Innovation from the University of Southern California was the turning point for me as it equipped me with the right skillset to build the brand from scratch, scale and raise capital. During my initial days in the industry, I realised it was a damp market battered with a lack of innovative products and product awareness. Considering the same, I introduced Bummer with a vision to cater to the needs of youngsters who love to pair their underpants with their attire as a whole because without their lingerie they believe their ‘look’ is not complete. This is exactly why we at Bummer work countless hours to provide them with funky prints, bold colours (which are hard to find) in our comfortable ultra-soft, sustainable and fashionable innerwear.
How would you describe the market for innerwear in India?
According to a report, during the period 2022-2027, the Indian innerwear market is predicted to grow at a CAGR of 13.13 per cent. Traditionally, intimate wear has been treated like a hush affair and something that is very private to somebody. However, during the present times, we have been a witness to a shift in the market as fashion designers and trendsetters started treating lingerie as part of the ‘ensemble’. Sure, there has been a change in the mindset of people as they now feel free to flaunt their intimate wear. However, there is a great possibility that this mindset change is due to the variety of styles that have been introduced in this industry. Earlier, we always looked at the innerwear industry to be dominated by blacks and whites, but in the present times, since the past few years, we have been witnessing the incorporation of funky prints (while maintaining comfort) in the segment. Considering the same, many modern-age startups have come onboard to revolutionise the industry and break the monotony of blacks, whites and greys.
Which are your major markets?
Bummer was built as ‘Made in India’, making India our primary market. This decision also has other underlying reasons like India having a large potential for growth owing to a huge millennial audience. The Millennials and Gen-Z are the largest consumer group in the country. They have large disposable income and are also digitally savvy. Having said that, the world is our playground at Bummer; we intend to expand globally, starting with the Middle Eastern market.
What is the expected growth in the next two years at Bummer?
The initial months after inception were phenomenal as we strengthened our position and deepened our presence in the innerwear market. In the later months, we raised two funding rounds – $180K from Singapore’s Beenext and ₹75 lakhs from Shark Tank India’s 2022 season wherein investment was made by Aman Gupta, Co-founder and CMO at boAt Lifestyle, and Namita Thapar, CEO of Emcure Pharmaceuticals. After Shark Tank’s episode, we grew roughly 5x in revenue and kept up with the momentum with our marketing strategies; hence, we are still growing. We aim to tap $1.5 million revenue per month by the end of 2023.
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