Style, Innovation & Innerwear

Over the past couple of years, the innerwear sector of fashion has witnessed the mushrooming of new brands that are gradually strengthening their position in the market via quirky designs and innovative offerings. Yet, the country at large is still dominated by select brands that have consistently delivered on quality at an affordable price point. Our conversation with Sunil Pathare, Chairman and Managing Director at VIP Clothing Ltd Group, brings to light this unique dynamic of the innerwear sector that offers room for grow to both.

- Tripti Mehta

What was your opinion of the innerwear category before you stepped into the arena? How much has it expanded since?

When I stepped into the business, the innerwear industry was a commodity market and now it is moved to branded products from domestic and international marketplace. The market has expanded from just being an innerwear market to athleisure wear, swimwear, sportswear and comfort wear.

What are the ways in which you have disrupted the category with your innovative offering?

Innerwear has always been seen as a commodity, not a necessity, in the consumer's eye. Consumers are now more aware, and look for a product that provides comfort and performance when it comes to hygiene. As a business leader, we try to get innovative products with a claim-forward approach. We have introduced claim-forward products, such as the 'Antibacterial Vest', in our existing line of products. We have added fragrances like sandalwood and lime to our vests for consumers to experience variations in this category. We are working towards the claim-forward products keeping in mind our end users' comfort and need.

Several brands have entered the innerwear space now. How have you kept competition at bay?