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.
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