Aditya Birla Fashion forayed into new innerwear business section


Aditya Birla Fashion and Retail Ltd. has forayed into the Rs.7,000 crore men’s premium innerwear and athleisure (casual clothing such as yoga pants, sweat pants etc) market by commencing an innovative range below the Van Heusen brand name. To start with, the garment range will be accessible in three southern cities of Bengaluru, Chennai and Hyderabad.

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Subsequently two months, the corporation plans to initiate the range in key markets crossways country. Ashish Dikshit, Business Head, Madura F&L, Aditya Birla Fashion and Retail have also further conveyed that, the development into the two new groups is a planned progression of the brand. He has also further conveyed adding that, we see big trade chance in these sections which are increasing at a healthy double-digit and this will considerably contribute to the leadership position of the corporation. Innerwear sales in India are mounting 13-14 per cent a year for the business.

The fast-growing athleisure category comprises multi-purpose wear that goes from “gym to street to couch.” Kumar Rajagopalan, CEO, Retailers Association of India has also further conveyed that, once retailers understand their purchaser segment, they look out for newer opportunities to augment the size of the wardrobe of their customers. He also further conveyed adding that, the foreword of a new product line is a great way to create value.

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