Undergarments are the most important part of clothing. Do you think Indian consumers go with this ethos while picking a premium brand?
India being a tropical country, undergarments has always been an integral part of clothing for all sections of society. Yes, it is observed from a few years that premium brands are slowly spreading to have larger market share into this majorly unorganized industry. Due to heavy spend on advertisements; premium brands are being able to capture consumers’ mindset. But branded hosiery in India still consists of Rupees 2500 Cr market from a universe of Rupees 10,000 Cr.
Indian consumers are naturally very price oriented, simply said the best deal would mean a quality product with a budget price. Hence, consumer traits are driven by price factor following by quality and brand pull.
Published on: 03/05/2011
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