Innerwear Brands that have made a mark

November 14, 2018 written by
Austro brands innerwear

The young and the restless…
Innerwear Brands that have made a mark

There are lingerie brands that have existed since decades and there are those who have stood the test of time making a mark in the segment. However, there are also those labels that have joined the marquee only a couple of decades ago and have managed to hold their own, maybe even cause a dent in the stronghold of the existing players.

These brands have not only grown popular through these last 20 years but have even risen greatly in the world of intimates. Their lingerie spells style, is trendy, chic and appeals to the youngsters. We trace the journey of these new-age 20 under 20 brands, both Indian and international that have impressed one and all in a mere span of 20 years.


Making Shapewear Mainstream
This is one piece of innerwear, which almost every lady owns for it gives one the perfect figure in minutes. We are talking about shapewear, which is becoming an increasingly must-have item in the lingerie closest of women today. And SHK Brands Pvt Ltd., with its label Adorna, which provides a range of quality shapewear for women, has made a mark in this segment.
Adorna was launched by SHK Brands with a vision to help Indian women to tone up the body shape thus gaining more confidence. We all know that a toned and fit body boosts confidence. Hence, the range of interesting shapewear by Adorna.

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The brand’s focus being quality and customer satisfaction, brand Adorna has quickly acquired the status on the country’s fastest growing shapewear brand and is already a favourite of thousands of fashion-conscious Indian ladies.

From a tummy shaper to a waist cincher, to a lower body shaper, to a full body slimmer and suit, Adorna, has it all. Mr Ashish Agarwal, Director, while explaining about the brand says, “Myadorna is an exclusive e-commerce store for Adorna branded products, which are into shapewear right now; the website was launched in the year 2015 along with the brand itself. It is a one-stop shop where any customer could come and browse all the shapewear products, learn more about it, talk about it, interact with us, and even purchase these products from our website.”

Ashish Agarwal

The first ones to introduce cotton-based shapewear in India at affordable prices, the brand takes note of the country’s weather conditions and the need for skin-friendly inner wear. The brand’s philosophy has been to enable the customers and end-users to find the right product for themselves and to be able to easily get whatever they need.

With an Indian brand whose excellent products that undergo constant innovation and are available at almost all retail outlets in the country, Adorna as a brand has carved its own niche in the Indian shapewear segment.

On the growth trajectory in India
Having ruled the hearts of Indian women, it is vividly present online, in MBO’s and LFS. Amanté now setting its own EBO in various metros and cities around India since 2017. “We have realised that the time is ripe to open our own EBO’s in the country, as our clientele is now confident enough to walk into an outlet without hesitation.” said Vivek Mehta, CEO, MAS Brands India. He added that the company’s range is available at over 1,500 outlets.

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Amante range is available in India, Sri Lanka and Bangladesh and Pakistan and the company is looking forward to expanding in other Southeast Asian market. “India was identified as Amanté’s maiden location due to its emerging upper middle-class, perceived maturity of the market as well as the presence and acceptance of elite brands by the consumer” mentioned Mr. Vivek Mehta said.

Vivek Mehta

“Last year we had a turnover of Rs 100 crore and we have been growing 50 per cent year on year.

Growing Craze of Seamless Innerwear

Pranal Modani
C9 brand has been the brainchild of Mr. Pranal Modani, Chief of Business Development at Sangam (India) Limited, the flagship company of the business conglomerate, Sangam Group. In line with that, Sangam’s first retail venture “C9”, an aspirational brand for women’s clothing.C9 brand was launched in March 2016.
C9, as a brand represents a new wave of air wear. In keeping with the needs and lifestyle of women today C9 brings to the table, a range of progressive seamless wear to maximize flexibility, mobility and performance, while enhancing comfort and confidence. It aspires to establish a new outlook towards Intimate Wear, Active Wear, Yoga Wear, Shape Wear and Leisure Wear for women today as it blends seamlessly with their lifestyle while meeting their aspiration for range, colour and style.

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The liberating experience of seamless wear echoes the sentiments of new age women who want to lead their life on their own terms. The brand and each of its products truly bring alive the philosophy of “Born Free”, with fabric and design that makes it a fashion statement and a personal statement.

The company has over 750 MBOs all over India and intend taking this network to 1000 by the end of this financial year. The company has two exclusive brand outlet. It offers more than 100 exclusive ranges of products in these stores.The company has also started its online retail initiative with and has also tied up with several online retailers in the country.

Sangam has also exclusively invested in 36 seamless garment knitting machines with an annual production capacity of 3.6 million pieces. It has plans to further expand into 2,000 multi-brand outlets along with 100 large format stores and exclusive brand outlets by end of FY2019.

The Lingerie with attitude
Candyskin was born to give the ladies a breathtaking experience. Every great brand starts with passionate, visionary CEO’s like these founder sisters, Richa and Riya Kalra.

They found that the Indian lingerie market was sorely lacking a product for women like themselves: Cool, fashion-savvy women who aren’t looking for boring basics but also aren’t looking to splurge on luxury lingerie but can obtain the same fit, look and feel.

Once upon a time it was all a dream! I came back to India with the thought I will do something insane and I wanted to start with lingerie. There was nothing in my mind but to start a kick ass gorgeous high street brand.

Candyskin was born to give the ladies a breathtaking experience. They found that the Indian lingerie market was sorely lacking a product for women like themselves: Cool, fashion-savvy women who aren’t looking for boring basics but also aren’t looking to splurge on luxury lingerie but can obtain the same fit, look and feel. Candy Skin is a fun lingerie brand for the decidedly fashionable, bringing International style and attitude to girls all over India.

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Embracing their ‘Fresh Juicy’ designs, discover the couture in every day, and delivers an element of surprise in all of its designs. And don’t worry about the support – their non-wired bras still offer you all the support you need and the coverage, thanks to great designs and padding. Their collections scream deliciousness out loud which makes women come to life, and help them fuel that confidence, grace, and elegance within themselves.

The products range starts between Rs. 500- Rs. 1599 and Candy Skin try and cater to every possible size.
From 32 A to 42 E. The brand has gone on from strength to strength ever since it launched in Jan 2017.
The products are exclusively been manufactured in Srilanka.

Surging ahead in omni retail
Clovia, India’s fastest growing omni channel lingerie brand backed by Ivy Cap Ventures and Zurich-based Mountain Partners AG

Neha Kant
Purple Panda Fashions, which owns and operates online lingerie store Clovia, is planning to expand its production capacity from 5 lakh to 12 lakh units. The brand was launched in 2012 and offers women intimate apparel, night dresses, and accessories such as leggings, thermals, stockings and gift sets.

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Clovia presently designs in-house, and outsources the production to over 16 factories, primarily across North India. Clovia received USD 5 million funding in mid-2015 from IvyCap Ventures,

Clovia, which ships almost 500,000 pieces of lingerie a month, has seen a steady growth in its revenue. Clovia’s clocked revenue of Rs 39 crore FY16-17.

Clovia which recently has ventured into offline retail with its first store in Delhi targets 50% growth from offline channels by financial year 2017-2018 besides it plans to set up 15 exclusive stores by next year. Clovia gets close to 15 percent of its business from offline channels and the brand’s offline outreach programs include EBO’s, shop-in-shops, airport installations etc.


Clovia focus on Tier II, III cities as its prime growth drivers, along with the inevitable metros. For brands like Clovia from unit-economics perspective low shipping costs and other similar factors make the category a far more profitable one than any other apparel / non-apparel category.

Clovia has been built on the pillars of fanatic focus on the customer, extensive use of technology and commitment to product quality.

Strong in South, ready to make inroads pan India


Jagannath Textile Co. Ltd., launched “CRUSOE” in the year 2009 in the premium segment where no other Indian brand existed. Brand Crusoe is all about Adventure and Crusoe believes that inside every man there is an adventurous streak, and clothes do the fine job of effectively hiding it from the world. But when you are in your bare essentials, all Crusoe wants to know is WHO ARE YOU INSIDE. Now, Crusoe is a Pan- Indian brand, marking its presence across all major cities in the country within a short span of time.
Most of styles offered by Crusoe have printed designs inspired from various adventure related activities like surfing, skate boarding, sky diving, mountain climbing, scuba diving, biking etc., making it really unique in the category of innerwear.

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CRUSOE-W, women versión offers active wear, lounge wear, sleepwear, leggings, and panties, lined-up to launch more styles very soon.
Jagannath Textiles (JTCL) had its humble origin in the late 80s.
The company is one of the largest producers of Yarn in South India. JTCL, has one of the largest single location and most modern yarn manufacturing facility to its credit. The company is promoted by Shri. Ramesh KumarTibrewal, a first generation entrepreneur.

Abhishek Tibrewal
Jagannath Textiles is envisioning to make it’s innerwear brand, Crusoe, “a household brand, one that consumers will recall and seek,” said Director Abhishek R Tibrewal. To strengthen the brand’s presence, the company plans to have 100 exclusive Crusoe outlets across the country. Abhishek said “We have a strong presence in Tamil Nadu (home State), Kerala and the North-Eastern region” he added.

Creating a niche in the branded legwear category
A company founded by Late Devi Prasad Jhajharia, back in 1986 with a vision to replenish superior quality products. The organization initially started the production of vests & briefs and then in 2009, the brothers came up with a idea of developing the ladies bottom wear segment into a brand.

Navin Kumar Aggarwal

They introduced Deepee® Twister-Churidar as an ethnic bottom wear. The market was warming up to the concept of leggings. The product was developed from knitted cotton fabric which was the fabric of choice for the Indian ladies because of its comfort, durability, and easy availability. The fact it could be made into a wide range of colours was a plus point.

They then explored the exceptional property of Four-Way Cotton Stretchable Fabric and added this to their range. Their design team developed a new range from this fabric which had a premium look and feel. They branded this as premium – Pink ‘n’ Purple™. Their offerings now consist of 2 brands Deepee Twister and Pink n Purple.


It consists of Leggings, Jeggings, Capris, Ankle length, Printed Leggings, Striped Leggings. The products not only emerged as an ethnic wear but also as a western wear.

The Company has got a strong recognition in the Indian market and has a distribution network in over 15 states in the country.

They have none other than ‘Soha Ali Khan’; the celebrity, actress as the brand ambassador for the House of Deepee. It is highly appreciative for the organization that a person of her stature took keen interest in endorsing the brand.

The company is on an enviable growth path and in the last decade the company has grown several times over and they are quite optimistic of the future and they see themselves emerging as the top legwear brand in the country.

Breaking the sterotypes in intimates
Veremente Enterprises announced the launch of its first venture – in May 2017 and since then it has been the talk of the town. The lingerieshop is an e-commerce platform, under which they planned to introduce six bespoke brands.

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A company is set to become the one-stop iconic destination for everything lingerie and luxury. Founded by Radhika Goenka, lingerie shop is an innovative amalgamation of international designs, luxury, comfort and Indian sensitivities.

Radhika Goenka

Lingerieshop aims at breaking the stereotype in intimate wear by offering bespoke products with a serious mix of fun, sexy, fit and comfort. Their team of designers have a canny sense of fashion, which easily reflects in their designs, unique patterns and color palette! The product size category is everything from 30 A to 40G.


Under the LingerieShop label the collection ranges in size categories catering to every body type from petit to abundant. With sub categories like Be-mine, Daily, Hello Sugar, My Wild, Playful. The product category includes different lingerie and intimate wear like Bras, Briefs, Sleepwear and Shapewear woven from the finest fabric offering premium quality products that are trendy as well as fashionable.

The products are available on LingerieShop website and other e-commerce websites like Amazon, Flipkart, Snapdeal and Nykka.

Riding high on strong legacy of craftsmanship

Mr. Vineet Gautam, CEO & Country Head

The story of JACK & JONES began in 1990 when BESTSELLER first sold this carefully crafted collection at a fashion fair in Oslo, targeted at young men. The response exceeded all expectations and an iconic menswear brand was born. In the following years Jack & Jones manifested itself as one of the strongest jeans brands in the market and within a few years, the brand had several hundred stores.

Today Jack & Jones is one of Europe’s leading producers of menswear with more than 1,000 stores in 38 countries and the brand’s clothes are sold by thousands of wholesale partners all over the world.

In India, the brand was introduced in the year 2008 and is currently present in more than 70 cities in brick-and-mortar format and sold throughout the country via e-commerce with various online partners. JACK & JONES has a diverse product range which caters to the needs of our young and rebellious target audience. While the focus has always been on denims, the brand also has a vast range of pop culture inspired accessories, shirt, T-shirt, pants, shorts, winter wear, trousers and inner wear.

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JACK & JONES is riding high on a strong legacy of craftsmanship, unmatched quality and exemplary style.

JACK & JONES is defined and represented by four unique brands: JACK & JONES Vintage Clothing, Premium by JACK & JONES, Originals by JACK & JONES, Core by JACK & JONES.

Each of these brands offer a unique style ethos, which is translated into contemporary styles and designs, catering to the varied yet discerning taste of the modern man.

JACK & JONES is present in more than 70 locations in the country with 66 EBOs and 271 Shops in Shops.

The innerwear and comfort wear collection is also available at more than 500 MBO’s; serviced by 23 distributors Pan India.

Pretty Secret on a Growth Path

Karan Behal

Founded by Karan Behal, whose family has been in the apparel manufacturing and export business for over three decades. Pretty Secrets started off as a nightwear boutique in Mumbai in 2005. After graduating with a business management degree from Franklin & Marshall College, USA in 2004, Karan began his entrepreneurial journey by retailing PrettySecrets nightwear at more than 300 points of sale including large format stores and multi-brand outlets in India.

Its success inspired him to launch a chain of multi-brand lingerie stores called LACE-The Lingerie Club in Mumbai, Pune and Ludhiana. But it was not until 2012 when Karan realized the full potential of private label garments. He soon forayed into e-tailing PrettySecrets with a much wider portfolio and succeeded to attract multiple rounds of funding from prominent investors.

Pretty Secrets, which has until now been an online lingerie brand, recently ventured into the offline market and is distributing their products directly to retailers through their online B2B platform, This new platform aims to bring the convenience and seamlessness of online shopping to the highly unorganized lingerie retail sector.

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PrettySecret opened doors to its first exclusive stores at Bandra (West) and Phoenix Market City Kurla today. Spread over 1300 sq. ft. in Mumbai, PrettySecrets has stepped-up to provide an omni-channel experience to its customers. The offline stores offer a complete range of 1200+ products across categories like lingerie, nightwear, activewear and swimwear, all at reasonable price points.

In a span of five years, PrettySecrets has raised USD $8 million venture funding from prominent investors like RB Investments Pte Ltd, Orios Venture Partners, Indian Angel Network, India Quotient and Harvard Business School Angels India.

PrettySecrets at present has 25 exclusive brand outlets across cities like Mumbai, Imphal, Surat, Ludhiana, Jalandhar, Baroda, Raipur, Goa, Dhanbad, Chennai, Hyderabad, Naharlagun, Trivandrum, Siliguri, Pune, and Itanagar. They plan to open 100 stores by end of 2019 and 250 stores by end of 2020 eventually will be present across metros, non-metros, high streets, and malls as well.

The Elegant Lingerie Brand
Established in 2011 by Ginza Industries, today SOIE has expanded to over 2000 multi brand outlets and has a presence in western India with six exclusive retail outlets and a robust social media presence. Being a parent company, Ginza Industries independently looks after the manufacturing, tailoring and production of SOIE. The company has its headquarters in Mumbai.

Mr. Amit Sethia
S.O.I.E. redefines style and quality for India’s young, restless, vibrant and fashion conscious generation. Apart from the lingerie itself, the brand name too turns a lot of heads. The name Soie, which means “silk” in French, is pronounced as “Swa”, which not co-incidentally is a Hindi word that means self. Thus, S.O.I.E. spearheads a fashion consciousness that defines how beautiful it is to be ‘me’ for a whole new generation. Their foray into the domestic lingerie markets coupled with a huge number of exports and ever increasing share in direct exports has seen them become the frontrunners in the lingerie manufacturing sector.

S.O.I.E. encompasses a complete premium apparels brand with lingerie as its core product offering. S.O.I.E. offers quality, affordable and inspiring clothing for the fashion-conscious, independent young women who want to dress well and pay less.


With a team of over 2,000 people, Ginza Industries Ltd has been in the lingerie component manufacturing business since more than 30 years now and have been exporting undergarments since more than 10 years now.

Ginza industries proudly boast the manufacturing capacity of over 80,000 sq feet which is spread across 13 factories. The production capacity of the company includes 15,000 pieces per day. From the tailoring to the made-to-last quality, the company uses natural materials and responsible production. Social responsibility is an integral part of the company. The company contributes 2 percent of their sales to support girl education.

Gaining foot hold in India, creating niche in luxury intimates

Sandeep Goenka
Wacoal was founded in Japan in 1949 by Koichi Tsukamoto. His goal was to bring beautiful intimate apparel to women across the globe that would offer a higher level of excellence and innovation to the industry. He was extraordinarily successful building teams of like-minded designers, researchers, merchants and others who together have created the Wacoal brand with global reach.
The brand forayed into India in 2015 with the same dedication to excellence and innovation by partnering with Periwinkle Fashions, the flagship company of the Tainwala Group.

Wacoal India Pvt. Ltd., is a joint-venture between Periwinkle and Wacoal International Hong Kong Co. Ltd. and is headquartered in Mumbai.

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As a new brand in India Wacoal has a philosophy that was quite simple and unique—make the best fitting and most comfortable products with high-quality materials and workmanship backed by world-class service.

The lingerie brand made its much-awaited debut in India by opening its first store in Mumbai last year. Wacoal presented its complete collection at High Street Phoenix premium retail destination.

Presently, Wacoal has ten EBOs across India; four in Mumbai, one in Pune, one in Delhi, and one in Chennai, and two in Hyderabad. Due to open shortly are one in Chennai and one in Hyderabad.

With the learning and experience and understanding of the Indian consumer they plan to open 25 EBO’s in 2019.

The brand’s product basket for the Indian market is the same as other international markets. It offers an assortment of bra, panty, shapewear, and sleepwear. The bra collection ranges from basic, bralette, minimiser, spacer, seamless, wired, non-wired padded, push-up, strapless, sports and occasion wear.

Garnering mind & body share
Zivame was founded in 2011 with the vision of helping women uninhibitedly shop for intimate wear. From their online-offline stores to the new category launches, all the innovations are driven by ideas that weren’t thought of before. Much has been reported about Zivame in the last few years about its meteoric rise.
Zivame is definitely the poster boy of the lingerie industry. It is the cynosure of every body and it is the much watched brand by both the trade and even the outsiders. Every move of it makes news and creates immense speculation in the trade.

In a bid to reclaim lost ground, Zivame is betting for the last year and a half on an omni-channel strategy to helm its turnaround. With 26 brand stores established over the last18 months, Zivame is set to take that count to 100 stores by FY19-end and has set aside an investment of Rs 30-40 crore for the same.

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The focus has been on ramping up their retail or omni channel as an initiative. They have dynamically re-located stores to provide for availability and convenience, hence they claim that customer conversions at their stores are far higher than online.

Zivame claims the conversion rates at their stores are two times higher than online sales with the average order value being at least 1.2 times higher. While they do not disclose the ticket sizes, the company claims to clock close to 1 lakh orders per month. Zivame’s renewed efforts to scale growth through an omni channel strategy come even as the company has been working to overturn the dip in revenues it saw last year.


Recently Shaleen Sinha the erstwhile COO gave way to Ms. Amisha Jain who replaced Shaleen without much ado and began concentrating on the task ahead as how to increase the stakes for the brand and fuel the growth

Amisha Jain

Will the turnaround happen? Well that’s a wait and watch for the most.

Italian concepts in Mens Innerwear
Zoiro was launched in 2013. Zoiro, first of its kind is specifically created keeping in mind the youth of India and as a revolutionary designer innerwear for men, they aim to add the cool factor to the Indian innerwear market.

Zoiro is the first designer innerwear brand for men in India and they follow an innovative approach by introducing a team of Italian designers to produce new cuts that are comfortable yet stylish to break away from the regular trends in the innerwear industry to stand out from the crowd.

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Zoiro is derived from the Greek word ‘Zoiros’ meaning Jauntiness, life & vivacity. Headquartered in Bengaluru, Zoiro today has a presence in over 10 cities in India. The company has deep rooted ideals that guide it in its day-to-day activities and operations.

Amisha Jain

Zoiro’s consumers are the contemporary male, who aspire for the best and is pragmatic too. They are ambitious and at same time self confident about their masculinity. They have a softer side to their personality and don’t bother to hide it.


It has created a distinct space for itself in the premium segment in such a short time. It has been the second most preferred brand in the premium category. The customer stickiness for Zoiro has been unparalleled. Zoiro expects that it will claim leadership in times to come.

Zoiro Lifestyles is a nascent company incorporated to pursue some great business ideals. The company has deep rooted ideals that guide it in its day-to-day activities and operations. Made from innovative fabrics and crafted in the latest patterns to suit man’s need perfectly.

Zoiro attempts to bring mojo in a mundane category. They have style categories for innerwear and vests named as Lorenzo, Trento, Denin, Primo, Party wear, Singlets. They also have Thermax for winter’s

Building on the cutting edge style
Starting as a dream in the far-sighted mindscape of three men of vision and enterprise, Rupa is today the unquestioned No.1 knitwear brand in India, covering the entire range of knitted garments from innerwear to casual wear. Rupa has evolved to become the frontrunner in India and a leading player in global markets with far-reaching footprints and millions of satisfied customers.


Rupa believes in moving ahead not just in terms of volumes, but also in product innovations. In line with evolving consumer preferences and market demands, a strategic call was taken to build a portfolio of international brands across the premium and luxury segments.

Oban fashions was launched with this vision in mind, to give our consumers a life of quality, comfort and style by giving them access to international brands.

They started on this journey in 2016 with the launch of FCUK underwear. While FCUK is a globally known premium apparel brand; their underwear is designed, manufactured, distributed and marketed by Oban Fashion with a view to making luxury accessible to the Indian consumer.

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FCUK underwear was launched with a vision to occupy the white space in the category and consumer mind space where the aspirational Indian consumer can show off his style quotient and discerning taste.

They continued this journey in 2017, by acquiring the license to market and distribute Fruit of the Loom in India. Fruit of the Loom being one of the most well known and largest international brands in the underwear category, the aim is to make premium underwear based on comfort accessible to the consumer and become the byword for the category.

As they look to the future with every changing consumer trends, we plan to achieve our vision by staying true to our company mission of delivering value to our customers, employees and stakeholder by focusing on our strengths in the innerwear category and creating a portfolio of international brands that help bridge the gap between affordable and luxury innerwear.

Exciting New Concepts & Innovations in Mens Innerwear

Since its inception in 2013, AUSTRO has been clocking a phenomenal growth year-on-year. They have hit some great milestones: nine-digit revenues, millions of units sold, five years in business, successful new category launches etc.

With experience spanning almost three decades in manufacturing body wear for various European brands, the State-of-the-art computer-controlled production machines, elaborate production techniques that guarantee high level of accuracy, trained workforce was their back drop with which they entered the market.
They started from scratch and engineered their own fabrics. They made sure the design process was meticulous with countless blue prints and fittings. The result a collection of underwear, tank tops and apparel made with unparalleled fit and fabrics that wear unlike any other.


“As a brand we are committed to pushing smart innovation in this category, in line with our customer demand. AUSTRO Core Silver keeps you cool and fresh, while the spun cotton gives the product a soft “all cotton feel”. We call it ‘pure performance’ – naturally anti-odour and anti-microbial that meets the demand of today’s dynamic lifestyle – from office, to the gym and beyond.”
says Dinesh Chakravarthy VP Marketing & Sales

While continuing to drive impressive growth in its core product categories of underwear and Tank tops. The founders Dinesh Chakaravarthy and Bhuvan Chakkaravarthy and their team hold discussions contemplating new additions. Since its launch in 2013, Austro has applied its unique formula to related categories including: polos in 2016, sweats in 2017 and activewear in 2018.

The Austro Bodywear category comprises 4 ranges namely, Basic, Fashion, Active & Multipacks.

Basics – Classy wardrobe essentials with contemporary design for every day use with performance features like Core SilverTM, Max-freshTM and StayBriteTM for long lasting anti odour, anti-microbial protection and colour freshness. The range is from INR 210 onwards.

The Fashion – The collections offer innovative fabrics, seasonal colours in fashion forward designs for the modern guy. The collection starts from INR 229 onwards.

The Active – New age fabrics with moisture wicking, anti – odour, anti-microbial and temperature regulating technologies for the active millennials. Range starts from INR 269 onwards.

The Multipack – consumer favourites in double and triple for a pocket friendly packs in a range from INR 299 onwards.

The Sportswear uses new age fabrics and cutting edge technologies with contemporary design and cuts that feature technologies like Anti – Microbial, Swift-DryTM, Anti – Odour and lasting colour freshness, thus making sure it’s a right blend of style and performance. The line consists of performance Shorts, Track pants, Sweats, Hummer pants,

Exciting times ahead!
“People are getting educated about what they need and earlier it was not like this. The India innerwear market is increasing day by day all over India and the next five years for those brands who market well is going t be a good time” Puneet Grover- Brand Marketing Head

K.C.J. Lingerie Pvt. Ltd. is a Delhi based company that manufactures lingerie under brand name Floret.

Its product catalogue includes Bras, Slips and camisoles. The company has two manufacturing units, one in Nangli Poona and other in Tronica City, with state of the art machinery that enables it to manufacture as many as 12,000 pieces of lingerie daily.

Most of the products are made from 100% cotton hosiery material & cotton blended fabrics to ensure comfort in the Indian climate. The price range of products falls between Rs. 125/- and Rs. 750/- and the brand has prominent presence all over the country especially in the cities of Kolkata, Amritsar, Bangalore, Hyderabad and Delhi, through a wide network of distributors & agents.

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Floret is expanding rapidly, they have more than 10,000 MBOs pan-India and a network over 250 Distributors pan India and some overseas, majorily in the UAE. three EBOs in Delhi, one in Punjab and one is scheduled to open in Dehradun in February 2019. The total strength of the manpower is over700 of which 200 people in administration, marketing and the sales force and the rest in labour. Floret have ambitious plans to expand overseas especially in the UAE and rest of the gulf. A new unit in Tronica City has been established for Pep Up and their active wear range.

Making its mark in mens innerwear

ABFRL has been founded on the belief that the first sign of success of a modern nation lies in the ability of its citizens to celebrate. India’s young working population and robust economic performance has led to rising incomes which, combined with increasing global exposure, are empowering many latent wants to morph into demands.
With retail expanding independently through brick and mortar as well as e-commerce, the Indian fashion consumer now deserves futuristic and comprehensive omni-channel options. Madura Fashion & Lifestyle, a division of Aditya Birla Fashion & Retail Limited, formally known as Pantaloons Fashion & Retail Limited is part of The Aditya Birla Group.

ABFRL hosts India’s largest fashion network with over 11,000 points of sale, which include close to 2,500 exclusive ABFRL brand outlets across 700+ cities and towns, 4,900+ multi-brand outlets and 4000+ Department stores across the country.

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Van Heusen is India’s No. 1 premium lifestyle brand for Men and Women. With a rich heritage of 128 years in the US, the brand entered India in 1990. Van Huesen launched mens innerwear in 2017 and it has powered its way into the premium bastion by clocking over 100 crores in sales in the first year itself.

Active- Elevate your active lifestyle : With fabric that epitomises performance, Van Heusen’s Active range of innerwear is made using Swift Dry technology to keep you active and sweat free 24/7. Details like mesh inserts allow you to breathe, while stretch body defining fabrics and odour-resistant innerwear make these the ideal performance innerwear.

The Anti Bacterial #Skinwear comes with its innovative ‘All Day Fresh and Colour Fresh Technology’ which keeps men dry & comfortable all day, along with retaining the new look of the fabric for a longer duration. Van Heusen’s Innerwear has an exciting range of four collections including Classic, Platinum, Signature and Active. The price range is from INR 150 to INR 799.

Luxury Lingerie, the best European collection

Hunkemoller was founded in 1886 as just a corset shop in The Netherlands. The team of international designers travel the world looking for inspiration to create the perfect product for our customer. One of the fastest growing brands, Hunkemoller covers all categories enabling a woman to have her own ‘lingerie closet’.
“We forayed because we saw a huge opportunity in this space which is currently untapped. We realized that an emerging market like India needed an organized player in lingerie and what better than Hunkemoller that not just provides intimate wear but rather a lifestyle to the modern shero of today” says Puneet Behal, Business Head -Reliance Brands.

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Hunkemoller has expanded to 12 EBOs in a span of 2 years. Right from lingerie accessories to active wear; from every day lingerie to fashion. The plethora of colours offered are a delight to see and wear and they range from cotton to satin and lace. The bras is priced from INR 1495/-.

They offer cup sizes from A-H, Demi cup range is very popular, strapless, t-shirt and longline bras are top selling in all of our stores. Bralettes has silently gained popularity amongst their younger customers. When it comes to the briefs, they have a huge range of invisibles and seamless. Their biggest USP is their product- thanks to the comfort, fit, styling and quality that they offer. The focus is on offering ‘World Class Service’ to each and every customer coupled with their in trial room 3 step fit test process along with letting the customer know her exact shape and fit (and not just size) makes Hunkemoller special. They really believe that Sexy comes in all Shapes.

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The future is digital and offering a seamless 360° experience- they believe that in no way should the experience online differ from the service that is offered at brick and mortar. Hunkemoller is taking strides and is dynamic in its approach towards omni-channel.

Quirky, innovative & very International
“It was our fascination with, and a burning passion for the Rabbit Head that drove us to get this iconic brand to India. The result was creation of a premium and chic innerwear range for men with inherent subtle impishness of the Playboy brand, bringing men’s innerwear out of the closet and changing it from a staid and boring wardrobe necessity to a high-fashion accessory.”
says Mr. Parveen Reddy MD Sri SR Mill


Playboy’s a name that fits perfectly with innerwear – and they strive to ensure that the products they bring to you live up to the image, with unbeatable quality, and fresh, out-of-the-box concepts that have enthralled their fans over the last 60-years.
Sri S R Mill is the India licensee of the Playboy Men’s Innerwear, Loungewear and Socks. They are a 5-decade-old group of companies based in the West Godavari District of Andhra Pradesh. The group has interests in several sectors including Financing, Rice Mills, Farming, Consumable Oil, Poultry, Fertilizers and Textile verticals.

They believe that both fashion and functionality are equally important and do not have to be mutually exclusive. Playboy Men’s Underwear has always been, and will remain “fashionably functional” . Playboy has 7 categories:

Playboy 24 x Seven: is a basic range comprising 100% cotton briefs and vests in the price bracket of INR 119 to INR 379
Playboy Essentials: The bare essentials of any wardrobe, 100% cotton briefs, trunks and vests in the price bracket of INR 139 to INR 359
Playboy Pro-Elite: Crafted out of 95% cotton and 5% lycra, these snug and natty briefs, boxers and uppers fit your body like second skin, in a range from INR 239 to INR 304
Ultra: Hip and happening this premium collection in cotton-lycra comprises printed briefs, boxers and vests priced lucratively from INR 249 to INR 359 brings alive the true essence of Playboy free spirit.
Lounge Tops & Bottoms: Relax with this awesome collection of twenty odd styles in t-shirts, shorts, and bottoms, priced between INR 389 to 999
Upper Crust: Innovative and exclusive concepts, in premium long grain Pima cotton and provide seam free comfort in a price range is between INR 399 to INR 599
Men’s & Women’s Socks: A range of over forty styles in casual, formal and sports socks that redefine foot comfort in the price bracket of INR 99.00 to INR 399.00

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