Van Heusen Innerwear: Built On Fashion And Innovation

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Last year, Van Heusen – a part of Aditya Birla Fashion & Retail – decided on a category expansion and decided to venture in the innerwear space in India. The move was a smart one and showed results within just one year. Since its launch, Van Heusen Innerwear has become a significant No. 2 player with regard to the competition in the mid premium segment.

“For Van Heusen, focusing on this category was a natural progression as this category had a lot of opportunity for the brand. This is just the beginning. We intend to take over a large share of the innerwear market in India in years to come. Product acceptability has been phenomenal in all our markets and we are pretty buoyed by the success,” says Puneet Kumar Malik, COO, Van Heusen Innerwear.

Despite being a new entrant in the market, Van Heusen – built on the pillars of fashion and innovation with technologically superior quality products – found it easy to deal with the competition that established brands posed.

“Our main client is the ambitious man, the on the move, go-getter. We plan to differentiate our offering to this target audience and the key differentiators that will help us win are Brand Recall, Innovation at the Core and Addressing Consumer Pain points in this category,” says Malik.

India’s Innerwear Market

As of FY 17 reports available online Innerwear market is at ₹25,000 crore with men’s being ₹9,000 crore and women’s being ₹16,000 crore. This market is seeing a CAGR of 12 percent and has huge potential.