Aditya Birla Fashion and Retail has forayed into the ₹16,000 crore Women’s Innerwear & Athleisure (athletic-leisure) market by introducing a lingerie and athleisure range under the Van Heusen brand.
This, after a successful foray into the premium men’s innerwear category in September 2016, the company said.
“Since its inception in 2016, Van Heusen Innerwear has established a strong presence across the country through its premium and innovative range of Innerwear & Athleisure,” Puneet Kumar Malik, CEO, Innerwear Business, Aditya Birla Fashion and Retail Ltd. said.
“Our product offerings have received phenomenal response from consumers across the country. This has propelled us to tap into the rapidly growing women’s wear segment that is witnessing 15% YoY growth.” he said.
“Our research shows that Indian women are increasingly becoming brand conscious and are looking for innerwear that offers comfort, fit and value. We are confident that our women consumers will appreciate this new offering which is crafted with sleek precision echoing trendy design and performance,” he added.
The company’s men innerwear products are now available at 9,000 multi branded outlets in the country and this new range will be sold at most of these outlets, Mr. Malik said. The price range of the new products is between ₹399 and ₹1,499.
