Rohit Gupta, General Manager, Rupa Softline, talks to Images BoF about the brand, the emerging women’s innerwear market in India and how the global competition is compelling indigenous brands to streamline their processes and stay relevant in this cut throat market.
Tell us about your company and brand.
Rohit Gupta (RG): Rupa Softline is a lingerie brand from the house of Rupa & Co. Ltd., one of the largest manufacturers of knitwear in India. Established in 1968, Rupa’s colossal stand today can chiefly be attributed to its exceptional quality, affordability and consistency. The brand boasts of fully owned manufacturing units with equipped state-of-the-art machinery. From conceptualization of design to pan India delivery, every process is supervised by professional staff to ensure higher efficiency and better quality.
Tell us about the awards and accolades you have received over the years.
RG: Rupa & Co. Ltd. has a number of awards to its credit. The company holds the ‘Limca Book of Records’ for being the largest innerwear and casual wear manufacturing company in India for 11 consecutive years. It also holds the prestigious Worldwide Achievers Business Leadership Award (2013-14), Time Research Business Leadership Awards for Branch Excellence in Innerwear (2013), and Global Awards for Brand Excellence by World Brand Congress in the year 2010. Earlier this year, the company was selected as the Best Corporate Brand, 2016 by The Economic Times.
What is your target audience? Tell us about your range planning in terms of profile of your consumer.
RG: Rupa Softline caters to the innerwear needs of women of all age groups. The brand Softline has been part of the women’s innermost feelings, providing comfort and confidence in equal measures to all age groups alike. Our Regular range caters to mature to old women, educated housewives and professionals. The Fancy range targets teenagers, college students, young professionals, and newly weds. And lastly, the Butterfly range is aimed at teenagers, young students, professionals, digitally-aware mature to mid aged women.
This story is from the November 2016 edition of Business Of Fashion.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the November 2016 edition of Business Of Fashion.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
LET'S MAKE FASHION PRODUCT GREAT AGAIN
A panel of experts comprising of top leaders debated the evolution and trajectory of the fashion retail industry in the last ten years - the decade of millennials and e-commerce...
COOL COLORS: Redefining Mid-Segment Fashion for Modern Men
Praveen Bafna, MD, Bafna Clothing Pvt Ltd, speaks on Cool Colors’ growth since its inception and expansion plans in a freewheeling chat with IMAGES Business of Fashion
NOT JUST JEANS: KILLER Transforms into Edgy, YouthFocused Brand
Hemant Jain, MD, KKCL, says the brand will open 500 stores in India by the end of next year, along with expanding into the Middle East and Eastern Europe...
WESTSIDE More Than a Transactional Brand; It's a Lifestyle
Since its inception, Westside has grown beyond just fashion and has evolved into a much-loved family lifestyle brand...
MAS HOLDINGS: A Journey of Innovation and Expansion to a $2 Billion Valuation
With a presence spanning across 14 countries and manufacturing operations in 8, MAS Holdings serves as a pivotal partner to renowned brands worldwide, including industry titans like Nike, Victoria’s Secret, and Lululemon.
ENHANCING INSTORE SHOPPING EXPERIENCE: The Role of Technology & Personalisation
Embracing technological innovations not only guarantees enhanced customer satisfaction but also fosters unwavering customer loyalty, thus paving the way for a thriving future for Indian retailers...
H&M Move Offers Functional 'Movewear' To Empower Individuals Of All Skill Levels: Yanira Ramirez Country Sales Manager, H&M India
In conversation with IMAGES Business of Fashion, Ramirez spoke about how H&M's activewear brand, H&M Move, aims to inspire global movement in a more sustainable manner...
DECATHLON Launches New Brand Identity, SustainabilityBased Business Model
Decathlon is adopting an ambitious global strategy, which encompasses an enhanced customer experience, a strong commitment to sustainability and an overall modernisation of the company...
Casualwear & Athleisure Markets in India WITNESS MASSIVE GROWTH SPURT
In the last few years, the market has witnessed a massive growth spurt driven by growing income levels, changing lifestyles, increasing casualisation among professionals, emergence of start-ups and the entry of foreign players
THE INDIAN ATHLEISURE MARKET: Redefining Comfort, Style & Performance
Athleisure, initially perceived as a simple combination of athletic and leisure wear, has evolved beyond its origins to become much more than just that. It's no longer just about comfort; it's a full-fledged fashion revolution...
